The redesign includes several new features and improvements, some of which leverage generative AI to provide personalized recommendations.
Amazon The company announced a global redesign of its streaming platform, Prime Video, on Tuesday, July 23. The update aims to improve the user experience and make it easier for users to quickly find and watch content. The redesign includes several new features and improvements, including the ability to leverage generative AI to provide personalized recommendations.
Kam Keshmiri, VP of Design Amazon Prime Videoemphasized that the new user experience offers an easy-to-navigate interface where users can discover new titles, enjoy their favorites, and manage their add-on subscriptions, all with a single login and just a few clicks. These improvements will be rolled out globally and will be available on all devices, including older models, within the next few weeks.
Generative AI is being used to provide more personalized content recommendations based on individual user preferences. Additionally, short descriptions and summaries of movies and TV shows are simplified using large-scale language models (LLMs). Amazon uses Amazon Bedrock, developed by Amazon Web Services (AWS), to provide the underlying models for these generative AI applications.
The design changes include an upgraded content navigation bar with a bright blue Prime button, which lets users manage add-on subscriptions to other streaming services such as Paramount+ and Lionsgate Play. In India, users can[サブスクリプション]You can explore over 20 add-on subscriptions by selecting this option. This option also lets you view your viewing history, previously rented titles, and subscription plans from various third-party streaming providers.
Clicking the Prime button allows users to browse movies and TV shows available to watch at no extra cost. Promotions for Prime members are also displayed in a hero rotator that takes up most of the screen. Users can then press “Watch Now” to play the title directly.
Additionally, Prime Video will display titles under banners such as “Top 10 in India.” A yellow shopping bag icon next to the title will indicate that you will need to pay an additional fee to watch. These changes are aimed at making the Prime Video experience more intuitive and user-friendly.
