Amazon Prime Video has launched a revamped interface around the world intending to simplify the viewing experience. According to the streaming giant, the new design will make it easier for consumers to find movies, TV shows, live sports, and linear TV, as well as manage and sign up for add-on subscriptions and navigate the platform.
The update introduces a new navigation bar that allows users to browse material by type. Viewers may now browse, sign up for, and manage active add-on subscriptions straight from the menu bar. There are also generative AI upgrades to customisation tools, and the redesign includes revised movie and show synopses.
Amazon said in a blog post that its user interface would be updated globally. The global rollout of the UI overhaul began on July 23 and will be available to all customers in the coming weeks.
“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 to or switch add-on subscriptions with just a few clicks. Best of all, they can do this using a single login,” said Kam Keshmiri, Vice President of Design, Prime Video.
The upgrade includes a streamlined navigation bar divided into main categories such as Home, Movies, TV Shows, Sports, and Live TV. This new navigation bar has a tab dedicated to active Prime Video Channels add-on subscriptions. Meanwhile, users in India can explore over 20 add-on subscriptions by going to Subscriptions.
Furthermore, users can browse films and shows that are accessible for free with a Prime subscription by selecting the Prime destination in the navigation bar. To promote material that can be rented or subscribed to, Prime Video has introduced a new “hero rotator” beneath the navigation bar.
Amazon’s streaming service now includes customised AI-generated suggestions on its platform. This functionality is supported using the company’s Bedrock AI engine and provides content recommendations based on users’ watch history and preferences.
Users can also search for content based on their preferences or other categories such as “Top 10 in India”. Logos for Prime and add-on subscriptions will now appear on the hero and title cards of a film or television show.
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