Prime Video is redefining the streaming landscape with a suite of enhancements designed to deliver clarity and simplicity. Starting today, these updates will roll out globally, ensuring all customers benefit from the improved user experience in the coming weeks.
The platform’s vast entertainment library is now more accessible than ever, thanks to an intuitive navigation bar and personalized recommendations powered by generative AI. This innovation allows users to discover content tailored to their unique preferences, reducing browsing time and increasing viewing pleasure.
Kam Keshmiri, Vice President of Design at Prime Video, stated, “We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience. 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 to or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
Prime Video’s new user experience is designed to streamline navigation. A revamped navigation bar now includes dedicated sections such as “Home,” “Movies,” “TV Shows,” and “Live TV,” as well as active Prime Video Channels add-on subscriptions. The addition of a “Prime” destination simplifies the process of finding content available at no extra cost with a Prime membership.
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A standout feature of the update is the hero rotator, which highlights content available through subscription or rental. This, coupled with improved clarity around content costs, ensures users can easily identify titles included in their Prime membership and those requiring additional payment.
The platform also introduces a streamlined process for exploring, signing up, and managing add-on subscriptions. Users can discover over 20 add-on options, recommended based on their preferences, previous rentals, and viewing history.
Prime Video’s commitment to personalization is further enhanced by leveraging Amazon Bedrock, a fully managed AWS service for generative AI applications. This technology enables more accurate content recommendations, while large language models (LLMs) simplify synopses, making it easier to decide what to watch.
Moreover, the platform’s visual and navigational enhancements include smooth animations, seamless page transitions, and immersive zoom effects. On living room devices, video content plays directly on the hero rotator, providing an engaging browsing experience. For “Live TV” viewers, recommended 24/7 stations will auto-play, transitioning smoothly to full-screen or other browsing activities.
These updates mark the beginning of Prime Video’s ongoing efforts to innovate and enhance the user experience. Stay tuned for more improvements that will continue to make streaming simpler and more enjoyable.
Explore the latest features on Prime Video and start your seamless streaming journey today. Read more: Prime Video’s New Features
