Amazon Prime Video has announced a global overhaul of its streaming service, aimed at bringing back clarify and simplicity to its user 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 favourites, 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,” said Kam Keshmiri, Vice President of Design, Prime Video.
Here are some key updates coming to the Prime Video user experience:
1) Home Screen Redesign: Content-forward navigation bar & single-click access to titles with the hero rotator:
When launching Prime Video, users will notice a new navigation bar. Here, they will see purpose-built destinations including “Home,” “Movies,” “TV Shows,” and “Live TV,” as well as active Prime Video Channels add-on subscriptions, allowing them to navigate by content type.
A new “Prime” destination will also be available in the navigation bar, which allows you to browse movies, TV shows available at no additional cost with a Prime membership.
2) Explore, sign-up and manage add-on subscriptions
Users will now be able to browse, sign-up and manage active add-on subscriptions directly from the navigation bar. In India, they can explore more than 20 add-on subscriptions by selecting “Subscriptions.” Here, in addition to what they’ve already signed up for, they can find new options that are uniquely recommended based on preferences, previous rentals, and viewing history. Plus, the subscriptions destination will display deals of subscriptions from third-party services, all in one place.
3) Improved recommendations and clarity around the content that’s included with a Prime membership
Personalized recommendations have always been essential to Prime Video. However, massive improvements have been put in place thanks to AI which makes this much easier for users.
To this end, Prime Video uses Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications with foundational models, to generate personalised recommendations for customers. In addition to recommendations, users can browse content by taste and other categories such as “Top 10 in India”.
Prime Video is also utilizing Large Language Models (LLMs) to simplify the synopses for TV Shows and Movies, so users can quickly glance at a title description.
4) Simple, intuitive and frictionless streaming
When using a living room device, video content will play on the hero rotator as the subscriber determine what to watch, creating an immersive browsing experience. This includes animations, smooth page transitions and zoom effects. And on the “Live TV” destination, recommended 24/7 stations will automatically start playing. Prime Video has optimized the experience across all devices, including older models, so everyone can enjoy.
Amazon’s new updates will begin rolling out globally today and will be available to all customers within the next few weeks.
