Marie C. Cassandra

Amazon Description Faded Text

I was shopping on Amazon today and noticed something new. The last two lines of their description text before the “Show More” link gradually fades to grey. It emphasizes that there is more “hidden” text to be seen and is even more effective than the tried and true ellipses…

Not sure how long they have been doing this, but was able to find a Stack Overflow thread about how to implement for those interested.

Have you noticed this new “Show More” treatment or know when they introduced this?