Amazon Prime Video has launched a striking update to its user interface, designed to spotlight its growing library of original and exclusive content. The revamped design, which began rolling out this week, features significantly larger tiles for Amazon’s flagship shows and movies, nearly double the size of the platform’s standard recommended rows. This update is now live on Amazon’s Fire TV devices and Roku streaming players, with plans for broader deployment across other platforms in the coming months.
Here is what the new Amazon Prime Video home screen looks like:
The new interface aims to create a more cinematic and immersive browsing experience, emphasizing Amazon’s heavy investment in original programming like The Boys, Reacher, and The Lord of the Rings: The Rings of Power. The oversized tiles, prominently displayed in dedicated rows, showcase high-resolution artwork and embedded trailers, making it easier for users to discover and engage with Amazon’s exclusive content.
In addition to the larger tiles, the update refines navigation with a streamlined sidebar menu, a feature that aligns Prime Video more closely with competitors like Netflix and Disney+. The sidebar includes six primary tabs—Home, Store, Find, Live TV, Free with Ads, and My Stuff—making it simpler to switch between categories. Visual cues, such as blue checkmarks for content included with a Prime subscription and gold shopping-bag icons for rentals or purchases, have also been enhanced for clarity.
For now, the update is exclusive to Fire TV and Roku devices, platforms that collectively dominate the streaming media player market. Amazon has confirmed that the new interface will expand to smart TVs, gaming consoles, and mobile apps, including iOS and Android, by late summer. The company’s focus on Fire TV and Roku suggests a strategic push to optimize the experience for its core user base while refining the update based on early feedback.
This redesign comes at a pivotal time for Prime Video, as Amazon continues to expand its content offerings, including live sports and ad-supported Freevee titles. With over 200 million Prime subscribers globally, the updated interface is poised to reshape how users interact with one of the world’s largest streaming services. As the rollout progresses, all eyes will be on whether this bold new look can balance promotion of Amazon’s originals with the diverse needs of its massive audience.
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