Amazon Prime Video is rolling out a complete overhaul of its user interface. The changes to the interface are aimed at providing a clean and simple streaming experience. The global rollout begins today and will be available to all Amazon customers in two weeks.
At a high level, this update and the Prime Video experience is built on 4 key pillars:
- A content-oriented navigation bar
This gives you faster access to different Prime Video categories such as “Movies” and “Sports” as well as your active add-on subscriptions like Hayu and Paramount+. A brand new “Prime” A destination will also be available where users can explore the variety of content available at no additional cost with a Prime membership. - Optimize your additional subscriptions
Users can now easily browse, sign up for, and manage the 19 add-on subscriptions available on Prime Video through the “Subscriptions” category on the revitalized navigation bar. - More personalized recommendations
The brand new “Made for you”collections within the “Movies,” And “TV shows” will group titles that match your interests, making it easier to find what you want to watch. Content can also be browsed via “Top 10 in Australia” And “Trendy show” style collections with added clarity on movie or series availability through Prime or an add-on subscription. - An optimized experience
Streamlining Prime Video across devices old and new. Visual enhancements like new animations and smooth page transitions adapt to the device and improve 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 our vast entertainment destination with ease. With more personalized recommendations powered by generative AI, you can discover content tailored to your individual preferences, so you can spend more time watching and less time browsing.
Amazon also makes it easy to quickly identify movies and TV shows that are available at no extra cost to your Prime membership, find new blockbusters to rent or buy, and add and manage add-on subscriptions.
Kam Keshmiri, VP of Design at Prime Video, said:
“We’re always listening to our customers and learning from their feedback. It’s clear that many are looking for a more intuitive streaming experience. With our user experience enhancements, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy their favorites, as well as sign up or switch to a complementary subscription in just a few clicks. Best of all, they can do it all with just one login.”
Prime Video offers a large collection of premium programs in a single app on thousands of device types.
- You can explore a wide range of titles on Prime Video, including series and films produced by Amazon MGM Studios Road House, The Lord of the Rings: Rings of Power, Fallout, Reacher, The Boys, And The idea of you;
- Licensed fan favorites including Dawson Creek And Law & Order: Special Victims Unit;
- Live sports like ICC Cricket World Cup And Cognizant Major Cricket League;
- Acclaimed sports documentaries such as Federer: last twelve days;
- Programming of Prime Video add-on subscriptions like Paramount+, Hayu, BritBox, beIN SPORTS and MGM+; plus the latest blockbusters fresh out of theaters to rent or buy.
Changes to the Prime Video user experience
Forward navigation bar and one-click access to titles with hero rotator
When you launch Prime Video, you’ll notice a new navigation bar. Here you’ll see specially designed destinations including “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV,” as well as active add-on subscriptions, like Paramount+ or Hayu, allowing you to browse by content type.
A new “Prime” destination will also be available in the navigation bar, allowing you to browse movies, TV shows, sports, and linear broadcasts available at no additional cost with a Prime membership. You’ll also find information about other Prime benefits available in your country, such as exclusive offers and perks.
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, buy, or subscribe to watch, making it easy to watch the titles you love.
Explore, sign up and manage add-on subscriptions
You can now browse, sign up for, and manage your active add-on subscriptions directly from the navigation bar. In Australia, you can explore over 19 add-on subscriptions by selecting “Subscriptions.” Here, in addition to what you’re already subscribed to, you can find new options that are uniquely recommended based on your preferences, previous rentals, and viewing history. Additionally, the Subscriptions destination will display discounted subscription deals and bundles from third-party services, all in one place.
Improved recommendations and clarity on what content is included in a Prime membership
Personalized recommendations have always been a core part of the Prime Video experience. But improvements to personalization features, powered by generative AI, will make it easier to find the content that’s most relevant to you.
For example, you’ll notice “Made for You” collections in the “Movies” and “TV Shows” destinations. Rather than displaying content from specific add-on subscriptions and different purchasing options, Prime Video will simplify things by grouping titles tailored to your interests.
To power this experience, Prime Video uses The bedrock of the Amazona fully managed AWS service for building and scaling generative AI applications with foundational models to generate personalized recommendations for customers.
In addition to recommendations, you can browse content by taste and other categories like “Top 10 in Australia” or “Trending Shows.” And now, it’ll be easier than ever to see what’s included in a Prime membership and what you might have to pay extra for.
Prime and add-on subscription logos, like MGM+ or BritBox, will appear on a movie or TV show’s hero and title cards to help you know which subscription the content comes from. If a title requires additional payment, a yellow shopping bag will be visible.
Additionally, Prime Video uses Extended Language Models (LLM) to simplify synopses for TV shows and movies, so you can quickly look up a title’s description, rather than having to scroll to decide if it’s something you want to watch.
Simple, intuitive and frictionless streaming
New animations, smooth page transitions, and zoom effects are just some of the improvements for a smooth and enjoyable streaming experience you can expect.
When using a living room device, video content will play on the hero rotator while you figure out what to watch, creating an immersive browsing experience. And on the “Live TV” destination, 24/7 recommended stations will automatically start playing. They will continue to play when you switch to full-screen playback or navigate away from the screen to browse other stations.
Prime Video has optimized the experience across all devices, including older models, so everyone can enjoy it.
And these updates are just the beginning. At Prime Video, we’re always innovating on behalf of our customers and will continue to improve the user experience so they can seamlessly navigate and discover the content they’ll love across our expansive entertainment destination.