Amazon Prime Video reinvents the streaming experience with AI-driven recommendations and simplified navigation

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Amazon Prime Video has announced that it is launching a global update to enhance its streaming experience with a focus on simplicity and ease of use. The rollout begins today, July 23, and is expected to reach subscribers around the world in the coming weeks. With this, the streaming platform aims to streamline navigation across its extensive content library.

Amazon Prime Video leverages AI

Prime Video will leverage advanced AI technologies to provide more personalized recommendations and help users find content that matches their individual preferences. The improvements are intended to reduce browsing time and increase viewing enjoyment. Additionally, the update makes it easier for subscribers to distinguish between Prime membership content and titles available for rental or purchase. The new interface also simplifies the process of managing add-on subscriptions and discovering new premium content options. To power this experience, Prime Video will use Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications using foundational models, to generate personalized recommendations for customers.

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What's New on Prime Video

Upon launching Prime Video, users will notice a new navigation bar.

Here, you'll see dedicated destinations like “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV,” as well as active add-on subscriptions like Max and Paramount+, and can navigate by content type.

You can now browse, sign up, and manage your active add-on subscriptions directly from the navigation bar. In the US, select “Subscriptions” to explore over 100 add-on subscriptions. Here, you'll find what you've already signed up for, plus new options that are uniquely recommended based on your preferences, previous rentals, and viewing history. Plus, your subscription destination will surface deals and discounted subscription bundles from third-party services all in one place.

“We're always listening to our customers and considering their feedback, and it's clear that many of them want a more intuitive streaming experience,” Cam Keshmiri, vice president of design at Prime Video, said in a statement.

“Our improved user experience gives our customers an easy-to-navigate entertainment site where they can discover new titles, enjoy their favorites, and sign up for or switch between add-on subscriptions with just a few clicks. And best of all, they can do all of this with a single login,” Keshmiri added.



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