Amazon has unveiled a new design and look for its Prime Video app, as well as new features like AI-based recommendations. According to Prime Video, the new user experience brings clarity and simplicity back to streaming. Plus, it makes it easier to navigate the Prime Video app.
Prime Video's new user experience update has started rolling out globally and will be available to all customers in the coming weeks.
Prime Video introduces AI-powered generative recommendations
Prime Video's new generative AI recommendations help you find content that matches your tastes so you can “watch more, browse less.” It's also now easier to discover movies and series included in your Prime membership, discover new blockbusters to rent, and manage your add-on subscriptions.
To power this experience, Prime Video is using Amazon Bedrock, a fully managed AWS service to build and scale generative AI applications using underlying models to generate personalized recommendations for customers.
New User Experience Updates
You can now browse, sign up, and manage your active add-on subscriptions directly from the navigation bar. In India, you can select “Subscriptions” to explore over 20 add-on subscriptions, where you'll find new options that are uniquely recommended to you based on your preferences, previous rentals, and viewing history. Plus, the subscriptions section showcases great deals from third-party services, all in one place.
As part of the new design, when you open Prime Video, you'll see an improved navigation bar with dedicated sections for “Home,” “Movies,” “TV Shows,” “Live TV,” etc. The update also includes a place for active Prime Video Channels add-on subscriptions, streamlining the content browsing experience.
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The navigation bar also features a new “Prime” destination where you can browse movies and TV shows that are available to Prime members at no extra cost. The hero rotator below the navigation bar highlights various promotions including subscription-based content, rental options and Prime member benefits. With the option to directly play, rent or subscribe to watch, enjoying your favorite titles is easy.
Next, in addition to the AI-powered recommendations mentioned above, you'll be able to browse content by preference or category, like “Top 10 in India,” and you'll also be able to more easily understand what's included in your Prime membership and what requires additional fees.
Prime and add-on subscription logos, etc. Lionsgate Play or Crunchyrollappears on hero and title cards for movies and TV shows to let you know which subscription the content comes from. If a title requires an additional fee, a yellow shopping bag will appear. Plus, Prime Video uses large-scale language models (LLMs) to simplify TV show and movie summaries so you can quickly see a title description instead of scrolling through it to decide if it's something you want to watch.
Finally, new animations, smooth page transitions, and zoom effects are also some of the enhancements introduced in this update. When using living room devices, the hero rotator plays video content once you decide what to watch, and the “Live TV” destination automatically starts playing recommended 24/7 stations, even if you go to full screen playback or exit to browse other stations.
Prime Video has optimized the experience across all devices, even older models.
