Amazon Prime Video announced a global redesigned interface to improve platform navigation, content management, and subscription management. The update adds a new navigation bar for content type navigation, easy browsing of active subscriptions, and generative AI enhancements. The UI makeover has begun to roll out globally and will be available to users in the coming weeks.
Users can now explore, register, and manage active add-on subscriptions straight from the navigation bar thanks to a redesigned navigation bar included in the update. Personalisation features have been enhanced with generative AI and new synopses for TV series and films have been introduced.
Kam Keshmiri, Vice President of Design at Prime Video 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 favourites, as well as sign up for or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
Prime Video has launched a new navigation bar with pre-designed destinations such as “Home,” “Movies,” “TV Shows,” and “Live TV,” as well as active Prime Video Channels add-on subscriptions. The new “Prime” location allows customers to view films and TV episodes accessible for free with a Prime membership. The hero rotator below the navigation bar displays material available for subscription or rental, as well as specials and Prime member discounts. Users can directly play, rent, or subscribe to watch titles.
In India, customers can now manage their active add-on subscriptions right from the navigation bar. Selecting “Subscriptions” allows them to browse over 20 subscriptions and discover new possibilities based on preferences, prior rentals, and viewing history. The subscription site also consolidates deals from third-party services into one spot.
By improving personalised suggestions and helping people find information that suits their interests, generative AI is cutting down on the amount of time spent exploring. For Prime members, this tool also makes it easier to find and rent new blockbusters, manage add-on subscriptions, and find available movies and series, all of which improve the viewing experience. Content can be filtered by category and taste, with options like “Top 10 in India.” To let customers know about their subscription, Prime and add-on logos will show up next to the names of movies or TV shows.
An indicator in the form of a yellow shopping bag will appear if a title needs further payment. Large Language Models (LLMs) are also being used by Prime Video to streamline the synopsis of TV shows and movies, making it possible for consumers to swiftly scan title descriptions without having to scroll. This improves Prime Video’s user experience and facilitates users’ discovery of pertinent content.
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To improve the streaming experience, Prime Video has included new animations, seamless page transitions, and zoom effects. On living room devices, the hero rotator lets users select what to watch, making for an engaging surfing experience. Suggested 24/7 stations launch automatically on the “Live TV” destination and keep playing when users go to full-screen mode or close the window to view other stations.
