Not sure why you referenced Amazon.
I have no idea why you started this with a reference to Amazon and then pretty much list everything that they don't do. That doesn't seem to lend credibility to the article one bit. If you're going to start an article with Amazon, at least tie them in at some point.
They don't use headlines for their products.
They use the standard white background for everything.
They don't use audio marketing (unless you consider the audio clips from the CD's audio marketing).
They don't use pop-ups.
They don't highlight in yellow or use red headlines.
They don't have a red border on their only add to cart button on any product page.
They don't have a lengthy no-way-out sales letter.
They do send out a newsletter, but they don't use autoresponders.
They give lots of options for additional products you may be interested in on every product page.
Basically, if anyone were to follow the advice in that article because Amazon has a good conversion rate then they're doing everything the opposite of Amazon for no good reason other than this article had referenced Amazon at the beginning. Don't try to reinvent the wheel here by doing everything the opposite of what Amazon does. They're successful because they invest a lot of time and effort into improving their conversion rate. Take what they do well and incorporate it into whatever site you're currently working on.
I'd agree that the changes suggested could make a huge impact on your bottom line. It's recommending dark blue background with red headlines and yellow highlights. That's a sure-fire way to lose any bottom line that you currently have. Those colors just shouldn't be used in that combination. Red over blue is rough on the eyes.
Please, in the future don't use Amazon's name unless you're actually giving advice that is based upon their site and business practices. This article seems to show how the "Get rich quick" people do things successfully, but a real business such as Amazon wouldn't do these things.
Brian.
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