E-commerce platform Amazon has introduced an update to its Prime Video service to help users easily navigate through the UI and find the content they want to watch. The simplified user experience has started rolling out to users and is expected to be available to all subscribers in the coming weeks. The update includes the ability to generate AI-powered personalized recommendations to save time when browsing content.
For more details about the Prime Video UI changes, see below.
New navigation bar: Prime Video users will see a new navigation bar. At the top, they'll see categories for Home, Movies, TV Shows, Live TV, and Prime Video Channels. A new “Prime” button will allow them to access the movies and TV shows that come with their subscription. Below the navigation bar, a rotator element will display content that users can rent, watch (with subscription), and see promotions and Prime deals.
Manage your add-on subscriptions: Users can now manage their add-on subscriptions from the navigation bar, where they can browse and sign up for subscriptions. Amazon said, “In India,[サブスクリプション]”When you select , you can explore over 20 add-on subscriptions.” Additionally, this space will recommend new options based on your rentals, viewing history, and personalized preferences. It will also surface subscription deals for third-party services.
AI-powered personalized recommendations: The company has improved its generative AI personalization feature to help users explore the “most relevant” content for them with personalized recommendations. This feature is powered by Amazon Bedrock, an Amazon Web Services (AWS) protocol. Besides recommendations, users can also “Browse content by preference” and explore more categories such as “Top 10 in India.”
Clear content branching: Additionally, the company is making it easier to distinguish between bundled and add-on content: the Prime and add-on subscription logos will appear on the hero and title cards of movies and TV shows to let you know which subscription the content is associated with, and a yellow shopping bag will appear if it requires an additional payment.
AI Overview: The platform uses large-scale language models (LLMs) to simplify movie and TV show summaries, helping users decide what to watch at a glance with clear titles and descriptions.
Further UI tweaks: Prime Video introduces fresh animations, cleaner page transitions and zoom effects to improve the streaming experience. Video content plays in a hero rotator while users narrow down what shows to watch. With “Live TV,” 24/7 broadcasters start playing automatically. Even “older models” will get an improved experience.
