Flipick Turns Amazon into a Magazine

Internet commerce is in a state of clutter and lies an opportunity to create a useful interface of the same.

Flipick has brought an interesting twist to Amazon – they have turned Amazon into a giant magazine, which one can flip through (and buy items)

You can also create your own flip and publish that. While browsing through any ‘flip’, you can add the item to your shopping cart.

The interface is neatly done – is probably an inspiration to several other web products on keeping things simple as well as sexy (though from a usability perspective, they need to really improve the landing page); the biggest challenge I see is on utility of this service.
What’s the target market they are addressing? Is it Amazon-only service or there are plans to grow into something more?

Watch this introductory video:

What’s your take on Flipick ?