He won't benefit, if history serves. He's traditionally been harmed by buggy X.0 redesigns, so he wants it deployed ASAP so the big bugs are fixed by the Christmas rush.
It will probably have negative effects on my sales. The new changes will showcase digital purchases/downloads and I'm selling physical goods.
It does seem to highlight digital stuff on the homepage. But if I look at any particular product page, then I see new related category links on the top. Those might help your business.