Starting July 23, Prime Video is set to unveil a series of significant updates to its streaming platform, aiming to enhance user navigation and content discovery globally. These changes are designed to make it easier for customers to find movies, TV shows, live sports, and linear TV, as well as manage and sign up for add-on subscriptions.
Key Updates
Content-Forward Navigation and Hero Rotator
The revamped navigation bar introduces purpose-built destinations, such as “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV.” Users can also easily access active add-on subscriptions like Max or Paramount+ from the navigation bar. A new “Prime” section will showcase all content available at no additional cost with a Prime membership, alongside information about other Prime benefits.
The hero rotator, located just below the navigation bar, highlights content available for subscription, rent, or purchase, as well as promotional offers, making it straightforward to start watching desired titles.
Enhanced Add-On Subscription Management
Prime Video now offers a streamlined way to explore, sign-up for, and manage add-on subscriptions directly from the navigation bar. In the U.S., users can browse over 100 add-on subscriptions, with personalized recommendations based on viewing history. The subscription section will also feature deals and discounted bundles from third-party services.
Improved Personalization and Content Clarity
With the assistance of generative AI, Prime Video has refined its personalization features to offer “Made for You” collections within the “Movies” and “TV Shows” sections. These collections simplify the browsing experience by grouping titles tailored to individual interests. The platform uses Amazon Bedrock, an AWS service, to generate personalized recommendations.
Additionally, Prime Video has made it easier to distinguish between content included with a Prime membership and titles that require additional payment. Logos of Prime and add-on subscriptions will be visible on the hero and title cards, and a yellow shopping bag icon will indicate if a title requires extra payment.
Intuitive and Streamlined User Interface
The updates also bring new animations, smooth page transitions, and zoom effects for a more engaging browsing experience. On living room devices, video content will play in the hero rotator, providing an immersive preview as users decide what to watch. The “Live TV” section will automatically play recommended 24/7 stations, enhancing the live viewing experience.
Prime Video has optimized these improvements for all devices, including older models, ensuring a seamless experience for all users.
A Commitment To Innovation
Kam Keshmiri, Vice President of Design at Prime Video, emphasized the platform’s commitment to customer feedback and continuous innovation. “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.”
Prime Video’s enhancements reflect its dedication to providing a user-friendly, content-rich platform, making it easier than ever for users to find and enjoy their favorite entertainment. These updates are set to roll out globally, becoming available to all customers in the coming weeks.
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