Prime Video’s New Look: What’s New for Your Streaming Experience
Prime Video improves navigation with a series of interface upgrades that it says will “bring clarity and simplicity back to streaming.” The global rollout of the changes began Tuesday and will continue over the coming weeks. The streamer last overhauled in 2022, when it introduced new navigation features and a Top 10.
Ease of use is the biggest motivation behind the platform’s redesign, which will hit smart TVs and living room devices like Fire TV, Roku and Apple TV, along with Apple and Android devices. The update includes improvements to the platform’s content navigation and search functionality, new AI-powered viewing recommendations and the ability to use a single login to access all of the content included with a Prime membership. That includes add-on subscriptions like Max, as well as content available to rent or purchase.
“This really starts to deliver on the idea of a destination that houses so much of that streaming content that you love,” Kam Kashmiri, vice president of design at Prime Video, told CNET. “And that’s not something I see regularly anywhere else. So for us, delivering on this idea of a unified platform and a unified aggregated hub is a really big unlock.”
read more: Prime Video: The 33 Absolute Best TV Shows to Watch
Prime Video’s new user experience is streamlined for ease of use.
It took the company about 18 months to see this interface overhaul come to fruition. During an Amazon Studios first look event, Kashmiri spoke to CNET about the key details the public should pay attention to in this Prime Video relaunch.
An entertainment hub under one login
One of the biggest highlights of this new rollout is Prime Video’s single sign-on access. For example, if you’re subscribed to Max and Starz through Prime Video channels, a single click is all it takes to launch those apps. No more having to enter separate login credentials. Prime Video aims to break down some of the frustrating roadblocks in the way, giving you a streamlined path to the titles you want.
You can also browse titles and manage subscriptions via the redesigned navigation bar. Those in the US can access over 100 add-on subscriptions via the Subscriptions destination button, along with deals and bundles.
“This is the kind of thing that customers get frustrated about,” Kashmiri said. “And I have 10 subscriptions. I’m in the same boat, and I’d like to have one set of algorithms and recommendation engines that understand the entire entertainment experience. That’s really what we’re focused on. And that’s what’s really exciting about where we are as the destination for all of the aggregated content and all of our partners.”
Navigation upgrades and sports hub
The Prime Video navigation bar already has destinations for “Home,” “Movies,” “TV Shows,” and “Live TV.” Now, sports gets its own button, alongside new placements for any active add-on subscription channels you might have. The sports button sits at the top of the screen, offering streamlined access to Thursday Night Football, WNBA, women’s soccer, and a growing collection of on-demand games.
“We now have a dedicated place where you can watch all the live sports, but also all the other sports and on-demand stuff,” Kashmiri added. “It’s also a place where over time you’ll see more leagues and more sports themselves — and you’ll see more content about that sport. Starting with a destination that anyone can go to, it builds this amazing kind of ecosystem of sports fandom that you can experience through that top navigation.”
Prime Video is also looking to improve how you find everything in the app. Improved organization can help viewers figure out what content is included with Prime and which titles come with a price tag. Logos that appear on each title card now make it easier to distinguish Prime content from subscription content from platforms like Starz or Crunchyroll. You can also look out for the yellow shopping bag icon that identifies TV shows and movies that are available to rent or purchase.
Another new addition to the app is a rotator graphic that sits low on the home screen and shows a selection of favorite titles you can watch on Prime Video.
Improved AI recommendations
Personalized viewing recommendations aren’t new to Prime Video, but the company is now using generative AI to enhance your unique viewing experience. Within the Movies and TV Shows tabs, content collections like the “Made for You” category feature a selection of titles tailored specifically to your interests.
Content is now organized by category and specific tastes, making the viewing experience unique to each user profile. In addition to personalized recommendations, collections such as “Trending Shows” and “Top 10 in the US” are updated regularly and are easy to find.
The Boys is one of many original scripted series available exclusively on Prime Video.
An intuitive streaming experience
From a distance, this new Prime Video experience may seem similar to the one you’ve been using. It’s not. Intricate animations, page transitions, and zoom effects have resulted in “a fluid and seamless experience,” according to Kashmiri.
A hero rotator graphic will now feature recommended content, adding an immersive quality to your viewing session. Add the “Live TV” option to the mix and 24/7 channels will automatically start playing, and will continue to do so regardless of whether you decide to watch the content in full screen mode or go back to view other content options.
“I’m personally very proud of the artwork and the quality of the expression of those things,” Kashmiri added. “Rather than have something that’s really loaded with a lot of taxation and a lot of noise, we’re taking it back to the beautiful story, the content, the intention of the creators and bringing that together into something beautiful and quite effortless.”
Prime Video is included with Prime memberships, but you can also sign up for a separate plan that starts at $9 per month to stream with ads. Check out our other coverage of streaming services, including how to go ad-free.
