This is yet another moment where I wish I was cool enough to get Erica's iPhone screenshot utility working, because this is pretty impressive: visiting Amazon.com in MobileSafari on an iPhone will display a small alert at the top of the page, prompting you to visit their new beta iPhone portal. The customized site is pretty slick and offers a healthy array of navigation options. The top of the page has a search box, with side-scrolling image thumbnails of the top selling music albums just below. Next in line is a pull down menu of top selling products across what looks like the entirety of Amazon's category selections, including Baby, DVD, Electronics, Health, etc. Next is a big fat 'iPhone beta site feedback' button - a great idea if I do say so myself - and finally, a list of links for the basics such as signing into your account, viewing your shopping cart and the Help section.
For a beta site it's a nice first offering, but I am a bit more surprised by the fact that Amazon - the King Kong of online retail - has introduced a shopping and searching portal specifically for the iPhone. Could they have started a trend, inspiring other retailers to make it easier than ever for you to spend money with one of the most expensive gadgets you've ever bought? Only time will tell.
[Update: Thanks to commenters reminding me about iPhoney, I was able to snap an actual screenshot of the site on an iPhone.]