With all stacked selections of original content viz he read, the boys And Power-rangePrime Video’s design has historically been cluttered, confusing, and unintuitive — especially when compared to competitors like Netflix. That’s changing today, as Amazon begins rolling out a new Prime Video interface that, in the company’s words, “brings clarity and simplicity back to streaming.”
Prime Video’s redesign begins with an optimized navigation bar intended to make navigation easier. On the left, the bar has the usual categories Home, Movies, TV Shows, Sports and Live TV Immediately to the right, the navigation bar continues with a dedicated tab for content included in your Prime membership, followed by sections for additional subscriptions like Max, Paramount+, Crunchyroll, and others. There’s a separate section for adding new subscriptions – from over 100 Amazon options – right from the ribbon.
Meanwhile, below the ribbon is a new “Hero Engine” that drills down to highlight content available in each ribbon section. It’s similar to competing services, which doesn’t seem like a big deal on paper, but should be a welcome change for anyone dealing with Prime Video’s old, confusing interface.
Amazingly, Amazon has added personalized, AI-generated recommendations (“tailored for you”) as you navigate the movie and TV show section of the bar. Using the company’s Bedrock AI model, machine learning recommendations provide content suggestions based on your viewing history and preferences.
AI will also support synopsis of new shows and movies. Amazon says this change will make browsing its summaries faster, so you don’t have to scroll to learn more about a particular piece of content.
Finally, Amazon says the interface includes new animations, faster page transitions and zoom effects to “smooth” the experience. In living room devices, video content automatically plays in the main rotor when browsing (like Netflix and other competitors). When you go to the Live TV tab, the suggested channels will also play one at a time and continue until you select something that you want to give your full attention to.
The UI update starts on Tuesday. You can read more about this on Amazon Functional explanation.
