I think it was horrible form the start. When e-commerce was starting to be a thing it was quickly establish how a store should look, what should it have and where. Like when TVs were made everybody settled on a rectangular display pretty quickly. Amazon is sort of first of TV companies that initially made their first commercial TV a globe and ignoring that every other competitor started making rectangular TVs pretty quickly Amazon to this day manufactures globe TVs and they still sell, not because they are good or what people think TV should look like, but just because they are cheap and delivery is convenient.