Amazon includes as part of their Business Center a nice component called "Outfit your office" to take advantage of a compacted visual presentation of their office product's lines.
It's all HTML+ajax, although it'd look much better and react faster if implemented with Silverlight or Flash.
This is not the first time we see similar visual presentations. I remember back in the late 90's the site of Southwest had something similar (no ajax of course). I guess the difference is when Amazon does something it usually have some repercussions.