Amazon Prime Video has announced a significant update to its user interface, aimed at simplifying navigation and enhancing the viewing experience. This update, which Amazon claims is the most substantial in two years, is designed to help users quickly find something to watch and to clarify which content is included with a Prime membership versus what requires an additional payment. The rollout begins today and will be available globally over the next few weeks.

The new Prime Video interface introduces a content-forward navigation bar and a hero rotator for easier access to titles. The navigation bar now includes tabs for "Home," "Movies," "TV Shows," "Sports," and "Live TV," along with active add-on subscriptions like Max and Paramount+. This reorganization aims to make it simpler for users to browse by content type.

A notable addition is the "Prime" tab, which aggregates all the content available at no extra cost with a Prime membership. This section also provides information on other Prime benefits available in the user’s region, such as exclusive deals.

The hero rotator, positioned just below the navigation bar, showcases content available to watch with a subscription, rent, or buy, along with promotions such as Prime member deals and subscription bundles. This feature allows users to directly play, purchase, or subscribe to content, streamlining the process of starting a show or movie.

One of the primary frustrations for Prime Video users has been distinguishing between content included with their Prime membership and content requiring additional payment. The updated interface addresses this by clearly marking titles.

“We’re always listening to customers and reviewing feedback, and it's clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, vice president of Design at Prime Video.

“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 or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”

Prime and add-on subscription logos will be displayed on the hero and title cards, while a yellow shopping bag icon will indicate content that incurs an extra cost. This visual cue system is intended to reduce confusion and enhance the browsing experience.

Amazon has integrated generative AI into Prime Video’s personalization features to provide more relevant content recommendations. Users will find “Made for You” collections within the “Movies” and “TV Shows” sections, which group titles tailored to their individual interests. This AI-driven approach aims to help users discover new content without the need for extensive browsing.

Amazon Bedrock, a fully managed AWS service, powers these generative AI applications, ensuring scalable and efficient personalization. In addition to personalized recommendations, users can browse content by taste and categories like “Top 10 in the US” and “Trending Shows.”

The update also enhances how users can explore, sign up for, and manage add-on subscriptions. A new “Subscriptions” section in the navigation bar allows users to view their active subscriptions and discover new ones based on their preferences, previous rentals, and viewing history. In the U.S., users can browse over 100 add-on subscriptions, with deals and discounted bundles from third-party services available in one place.

Prime Video has optimized its user experience across all devices, including older models. The update introduces new animations, smooth page transitions, and zoom effects to create a more enjoyable browsing experience. On living room devices, video content will auto-play on the hero rotator as users decide what to watch, enhancing the immersive experience.

The “Live TV” section will now automatically play recommended 24/7 stations, which continue as users switch to full-screen playback or browse other stations. This feature aims to make the live viewing experience more seamless.

Amazon has indicated that these updates are just the beginning, promising ongoing improvements to the Prime Video experience.

Image Credits: Prime Video