There is a wide range of original content available, fall out, the boys and Ring of PowerPrime Video has historically had a cluttered, confusing, and unintuitive layout, especially when compared to rivals like Netflix. But that all changes today as Amazon begins rolling out a new Prime Video UI that, in the company's words, “brings clarity and simplicity back to streaming.”
The Prime Video redesign starts with a simplified navigation bar that makes it easier to navigate within it. The left bar contains general categories like Home, Movies, TV Shows, Sports, and Live TV. To the immediate right, the navigation bar features a tab dedicated to the content that's bundled with your Prime membership, followed by a section for additional subscriptions like Max, Paramount+, Crunchyroll, and more. There's also a separate section for adding new subscriptions from Amazon's 100-plus options directly from the bar.
Meanwhile, a new “hero rotator” below the bar highlights the content available within each selected bar section. This is similar to rival services, and while it doesn't sound like a big deal on paper, it's a welcome change for anyone who struggled with the old Prime Video UI, which was confusing.
Naturally, Amazon will be adding AI-generated personalized recommendations (“Made for you”) as you navigate the bar's movies and TV shows section. Using the company's Bedrock AI model, the machine learning recommendations will provide content hints based on your viewing history and preferences.
AI will also be used to improve synopses of new shows and movies, a change Amazon says will make synopses faster to view and eliminate the need to scroll to learn more about specific content.
Finally, Amazon says the UI has new animations, quicker page transitions, and zoom effects for a “smoother” experience. On living room devices, video content will autoplay in a hero rotator as you browse (similar to Netflix and other competitors). When you navigate to the Live TV tab, recommended stations will also autoplay and continue playing until you choose one you want to give your full attention.
The UI update will begin rolling out starting Tuesday, see Amazon's announcement post for more details.
