What You Need to Know About Prime Video’s Improved User Experience
By Movieguide® Contributor
Amazon just launched a new update to its Prime Video service, making it easier for users to see content they’re interested in and know what is or isn’t included with their subscriptions.
“With more personalized recommendations powered by generative AI, you can discover content that is tailored to your individual preferences, allowing you to spend more time watching and less time browsing,” Amazon announced Tuesday. “Plus, we’re making it easier to quickly identify movies and series that are available at no additional cost to your Prime membership, find new blockbusters to rent or buy, and add and manage add-on subscriptions.”
“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, vice president of Design at Prime Video. “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, as well as sign-up or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
The new update comes with a total of four new features: a content-forward navigation bar; explore, sign-up and manage add-on subscriptions from the navigation bar; improved clarity around Prime Membership content; and a slightly restructured streaming experience.
Amazon’s “blog post said the company’s goal in updating the user interface was to balance offerings available at no charge with a Prime subscription as well as subscription offerings of interest to subscribers,” Deadline reported Tuesday.
The content-forward navigation bar will now include “destinations” like “Home,” “Movies,” “TV Shows,” “Sports” and “Live TV,” and add-ons like Max. The new “Prime” destination lets users browse content available without needing a membership. Below the bar will be a hero navigator that shows content available with a membership.
The bar now allows users to discover over 100 add-on subscriptions.
“In the updated user experience, logos for Prime and add-on subscription services (like Max, Paramount+, Starz, MGM+ and Crunchyroll) will appear on the hero and title cards of a movie or TV show to provide a visual indicator about which service the content is available on. If a title requires additional payment, a yellow shopping bag icon will be visible,” Variety said.
The improved clarity around Prime Membership content now offers personalized recommendations with the use of AI.
“To power this experience, Prime Video uses Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications with foundational models, to generate personalized recommendations for customers,” Amazon said.
The restructured streaming experience features new animations and page transitions with zoom effects.
“When using a living room device, video content will play on the hero rotator as you determine what to watch, creating an immersive browsing experience. And on the ‘Live TV’ destination, recommended 24/7 stations will automatically start playing. They will continue to do so as you transition into full screen playback, or exit out to browse other stations,” Amazon said.
The update should be available on all devices, even older ones, per Amazon.
Movieguide® recently reported on Prime Video:
In an annual letter to shareholders, Amazon CEO Andy Jassy lauded Prime Video for successfully introducing ads and reaching 200 million monthly viewers.
“Recently, we’ve expanded our streaming TV advertising by introducing ads into Prime Video shows and movies, where brands can reach over 200 million monthly viewers in our most popular entertainment offerings, across hit movies and shows, award-winning Amazon MGM Originals, and live sports like THURSDAY NIGHT FOOTBALL,” Jassy said. “Streaming TV advertising is growing quickly and off to a strong start.”
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