Amazon Prime Video UI revamped with new content bar and AI features
Amazon Prime Video has unveiled a redesigned interface globally that aims to simplify the streaming experience. The streaming giant says the new interface will make it easier for customers to find movies, TV shows, live sports and linear TV, manage and sign up for add-on subscriptions, and navigate the platform. The update brings a new navigation bar that lets users sort by content type. Viewers can now also browse, sign up for and manage active add-on subscriptions directly from the navigation bar. There are also generative AI improvements to personalization features, and the new design includes updated synopses for movies and shows.
Amazon Prime Video interface revamped
In a blog post, Amazon announced the global user interface update. The UI overhaul is rolling out globally starting Tuesday and will be available to all customers in the coming weeks. “With the improvements we’ve made to the user experience, customers will have an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, and sign up for or switch add-on subscriptions with just a few clicks. Best of all, they can do this with a single login,” said Kam Keshmiri, Vice President of Design, Prime Video
The update brings a streamlined navigation bar with general categories — Home, Movies, TV Shows, Sports and Live TV. This new navigation bar includes a dedicated tab for active Prime Video Channels add-on subscriptions. In India, users can explore over 20 add-on subscriptions by selecting Subscriptions.
The First destination in the navigation bar allows users to watch movies and shows that are available at no extra cost with a Prime membership. Meanwhile, Prime Video has added a new “hero rotator” below the navigation bar to highlight content that is available with a subscription or rental.
AI Features on Amazon Prime Video
Amazon’s streaming service has also added personalized AI-generated recommendations to the platform. The feature is enabled using the company’s Bedrock AI model and offers content recommendations based on users’ viewing history and preferences. Users can also view content by taste and other categories such as ‘Top 10 in India’. Prime and add-on subscription logos will now appear on the hero and title cards of a movie or TV show.
Additionally, Prime Video uses Large Language Models (LLMs) to simplify synopses for TV shows and movies, which offer a glimpse into the title description. Amazon also says the fresh interface features new animations, easy transitions and zoom effects to enhance the streaming experience.
On living room devices, video content plays on the hero rotator while users browse. On the Live TV destination, recommended channels play automatically until users switch to full screen playback or exit to browse other channels.
