“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, vice president of design at Prime Video.
“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 or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
Prime Video provides a vast collection of premium programming across thousands of devices, including Amazon MGM Studios-produced series, movies, licensed fan favourites, live sports, documentaries, add-on subscriptions, and the latest blockbusters. It also offers over 650 free ad-supported channels worldwide.
The streaming giant said that a new “Prime” destination will be added to the navigation bar, allowing users to access movies, TV shows, sports, and linear broadcasts at no extra cost with a Prime membership.The hero rotator below the navigation bar displays content available for subscription, rent, or purchase, along with promotions like Prime member deals and subscription bundles.Users can now manage their active add-on subscriptions directly from the navigation bar and view unique recommendations based on preferences, rentals, and viewing history. Plus, the subscription destination will display deals and discounted bundles of subscriptions from third-party services.
Additionally, Prime Video has improved recommendations and clarity around the content included with a Prime membership. Personalised recommendations are created using generative AI, which simplifies the process of finding content tailored to individual preferences.
Prime and add-on subscription logos will appear on the hero and title cards of a movie or TV show, and a yellow shopping bag will be visible if a title requires additional payment. Large Language Models (LLMs) will simplify synopses for TV shows and movies.
Prime Video has enhanced its streaming experience with new animations, smooth page transitions, and zoom effects. The hero rotator on living room devices allows immersive browsing, and recommended 24/7 stations automatically start playing on “Live TV” destinations.
