The big search upgrade — and how Amazon could beat Google at its own game

GUEST: Despite the tremendous technological innovation we’ve witnessed over the past two decades (smartphones, cloud computing, social networks), search interfaces and their underlying mechanics have remained fairly stagnant. The familiar portals of the early naughts are largely what we see today: empty text boxes, user-typed queries and blue-link responses that point users to web pages or documents.
We think of search as being a “state-of-the-art” product — an index that