Noticing on the Everyday Essentials portion of the early Amazon Prime Day that the SERP has what appears to be 2 new/different CX items:

1. A BIGGER "Add" button in front of the Main image (not sure this is best placement as might block some key parts of image). This is different from normally the "Add to Cart" smaller button below the price and shipping details. Assuming that this new bigger Add button is for consumers that are shopping by price only on items they know already (hence the blocked image not as important) which would be the situation for Prime Day.

2. The red deal box is showing a "You pay $xx.xx" vs the more regular % off or $ off in this red box. This option allows the consumer to quickly see the "original" price and then the deal price WITH COUPON for easier compare which again would make sense for quick views for deal seeking shoppers.