Prime Video rolls out improved streaming interface in Australia

Prime Video said it was bringing simplicity back to streaming with improvements to its user experience that will begin rolling out globally this week and will be available to all customers in the coming weeks.

The new updates will deliver personalized recommendations to users, powered by generative AI, and allow users to “spend more time watching and less time browsing.”

“We’re always listening to customers and studying their feedback, and it’s clear that many of them are looking for a more intuitive streaming experience,” said Kam KeshmiriVice President of Design at Prime Video.

“With our enhanced user experience, customers will have access to an easy-to-navigate entertainment destination where they can discover new titles and enjoy their favorites, as well as subscribe or switch to a new add-on plan in just a few clicks. Best of all, they’ll be able to do it all using a single login.”

Prime Video

When Prime Video launches, users will notice a new navigation bar, which will house specially designed destinations including Home, Movies, TV Shows, Sports and Live TV, as well as active add-on subscriptions, like Paramount+ or Hayu, allowing users to browse by content type.

Users can now also browse, sign up for, and manage active add-on subscriptions directly from the navigation bar. In Australia, users can explore over 19 add-on subscriptions by selecting Subscriptions.

The new personalized AI recommendations are powered by Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications with foundational models to generate personalized recommendations for customers.

Prime Video also uses extended language models (LLMS) to simplify synopses for TV shows and movies, so users can quickly look up a title’s description, rather than having to scroll down the page to decide if it’s something they want to watch.

Prime Video’s new user interface follows the streaming service’s launch of its ad-tier option in Australia in early July.

Australians are now seeing ads on the service unless they upgrade to the ad-free option. In Australia, the upgrade will cost users an extra $2.99 ​​per month.

See also: Amazon Prime Video launches advertising option in Australian market

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