Amazon Prime Video is rolling out a complete User Interface overhaul. The interface changes aim to deliver a clear and simple streaming experience with the changes to user experience, beginning its global rollout today and be available for all Amazon customers two weeks from now.
At a high level, there are 4 key pillars to this update and the Prime Video experience:
- A content-forward navigation bar
This gives you faster access to Prime Video’s various categories like “Movies,” and “Sports,” as well as your active add-on subscriptions like Hayu and Paramount+. A brand new “Prime” destination will also be available where users can explore the variety of content available at no additional cost with a Prime Membership. - Streamlining your add-on subscriptions
Users can now easily browse, sign-up to and manage the 19 add-on subscriptions available on Prime Video via the “Subscriptions” category on the revitalised navigation bar. - More personalised recommendations
The all-new “Made for You”collections within the “Movies,” and “TV Shows” will group titles that align with your interests – simplifying finding what to watch. Content can also be browsed via “Top 10 in Australia” and “Trending Show” style collections with extra clarity on whether the film or series is available through Prime or an add-on subscription. - An optimised experience
By streamlining Prime Video across devices old and new. Visual enhancements like new animations and smooth transitions between pages, adapting to the device and improving the Prime Video user experience for everyone to enjoy.
There’s so much to discover on Prime Video, and with these updates, you’ll be able to navigate across our vast entertainment destination with ease. With more personalised recommendations powered by generative AI, you can discover content that is tailored to your individual preferences, allowing you to spend more time watching and less time browsing.
Amazon are also making it easier to quickly identify movies and series that are available at no additional cost to your Prime membership, find new blockbusters to rent or buy, and add and manage add-on subscriptions.
Vice President of Design at Prime Video, Kam Keshmiri said,
“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience. With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, as well as sign-up to or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
Prime Video offers a large collection of premium programming in a single application across thousands of device types.
- You can explore a vast array of titles on Prime Video including Amazon MGM Studios-produced series and movies Road House, The Lord of the Rings: The Rings of Power, Fallout, Reacher, The Boys, and The Idea of You;
- Licensed fan favorites including Dawson’s Creek and Law & Order: Special Victims Unit;
- Live sports like ICC World Cup Cricket and Cognizant Major League Cricket;
- Acclaimed sports documentaries such as Federer: Twelve Final Days;
- Programming from Prime Video add-on subscriptions like Paramount+, Hayu, BritBox, beIN SPORTS and MGM+; as well as the latest blockbusters fresh from theaters to rent or buy.
Prime Video user experience changes
Content-forward navigation bar & single-click access to titles with the hero rotator
When launching Prime Video, you’ll notice a new navigation bar. Here, you will see purpose-built destinations including “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV,” as well as active add-on subscriptions, like Paramount+ or Hayu, allowing you to navigate by content type.
A new “Prime” destination will also be available in the navigation bar, which allows you to browse movies, TV shows, sports and linear broadcasts available at no additional cost with a Prime membership. Here, you can also find information about other Prime benefits available in your country, such as exclusive deals and benefits.
Just below the navigation bar, the hero rotator will showcase content you can watch with a subscription, rent or buy, as well as a range of promotions including Prime member deals and subscription bundles. Plus, you can directly play, purchase or subscribe to watch, making it easier to start watching the titles you love.
Explore, sign-up and manage add-on subscriptions
You can now browse, sign-up and manage your active add-on subscriptions directly from the navigation bar. In Australia you can explore more than 19 add-on subscriptions by selecting “Subscriptions.” Here, in addition to what you’re already signed up for, you can find new options that are uniquely recommended based on your preferences, previous rentals, and viewing history. Plus, the subscriptions destination will display deals and discounted bundles of subscriptions from third-party services, all in one place.
Improved recommendations and clarity around the content that’s included with a Prime membership
Personalised recommendations have always been essential to the Prime Video experience. However, improvements to personalisation features, which were created with the assistance of Generative AI, will make it easier to find the content that is the most relevant to you.
For example, you’ll notice “Made for You” collections within the “Movies“ and ”TV Shows” destinations. Rather than showing content from specific add-on subscriptions and different purchase options, Prime Video will simplify things by grouping titles tailored to your interests.
To power this experience, Prime Video uses Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications with foundational models, to generate personalised recommendations for customers.
In addition to recommendations, you can browse content by taste and other categories such as “Top 10 in Australia” or “Trending Shows.” And now, it will be easier than ever to see what is included with a Prime membership and what you may need to pay extra for.
Prime and add-on subscription logos, like MGM+ or BritBox, will appear on the hero and title cards of a movie or TV show to help inform you about which subscription the content is coming from. If a title requires additional payment, a yellow shopping bag will be visible.
Plus, Prime Video is utilising Large Language Models (LLMs) to simplify the synopses for TV Shows and Movies, so you can quickly glance at a title description, rather than having to scroll to decide if it is something you’d want to watch.
Simple, intuitive and frictionless streaming
New animations, smooth page transitions and zoom effects are a few of the enhancements for a frictionless and enjoyable streaming experience you can look forward to.
When using a living room device, video content will play on the hero rotator as you determine what to watch, creating an immersive browsing experience. And on the “Live TV” destination, recommended 24/7 stations will automatically start playing. They will continue to do so as you transition into full screen playback, or exit out to browse other stations.
Prime Video has optimised the experience across all devices, including older models, so everyone can enjoy.
And these updates are just the start. At Prime Video, we always innovate on behalf of our customers and will continue to improve the user experience so customers can seamlessly navigate and discover content they’ll love across our vast entertainment destination.
Let’s hope they have fixed the very annoying synch problem that develops during program streaming; where the video and sound get out of synch. Turning on sub titles doesn’t help because they to are out of synch with BOTH video and sound. Prime is the only service I subscribe to that has this problem.