Prime Video Unveils Global Update for Enhanced User Experience

It’s time to revive clarity and simplicity in streaming. With an enhanced user experience, Prime Video is rolling out globally today and will be available to all customers within the coming weeks.

The changes are to make it easier for users to navigate seamlessly across the vast entertainment destination. With more personalized recommendations powered by generative AI, they can find content that is right for their taste, so they can spend more time watching and less time browsing. Also, Prime Video is making it easier to quickly identify movies and series that are available at no additional cost on Prime membership, to find new blockbusters one might want to rent, and to add or manage add-on subscriptions.

“We are always listening to customers, and internally, we are very clear about the fact that so many of them are seeking a much more instinctual streaming experience,” explained Kam Keshmiri, vice president of Design at Prime Video. “With enhancements to the user experience that we have done, it will be easier for customers to have an easy-to-navigate entertainment destination to discover new titles, enjoy favorites, sign up to or switch add-on subscriptions with just a few clicks, all using a single login.”.

Furthermore, Prime Video is a video entertainment marketplace that offers customers varied programming through add-on subscriptions by partners like Lionsgate Play, Discovery+, Crunchyroll, BBC Player, Sony Pictures – Stream, MGM+, FanCode, Chaupal, Manorama Max, Eros Now, Hoichoi, Anime Times, to name a few, via add-on subscriptions of Prime Video Channels, and the capability of renting movies, irrespective of whether it has a membership to Prime.

Here are the updates coming to the Prime Video user experience.

1. Content-first navigation bar & single-click access to titles w/ the hero rotator

When they launch Prime Video, customers will be presented with a new navigation bar. Within that, they will find purpose-built destinations—places for “Home,” “Movies,” “TV Shows,” and “Live TV”—in addition to their active Prime Video Channels add-on subscriptions, so that they’re able to navigate by content type.

A new “Prime” destination in the navigation bar will allow for browsing of movies and TV shows available at no additional cost with a Prime membership, plus the possibility of directly playing, renting, or subscribing to watch, thus making it much easier to start watching the titles you love.

2. Explore, sign-up and manage add-on subscriptions

Now, users can surf, sign up, and manage active add-on subscriptions straight from the navigation bar. They can explore over 20 add-on subscriptions in India by selecting “Subscriptions.” Apart from what they have signed up for already, they will find new options uniquely recommended based on their preferences, previous rentals, and viewing history. Besides, the subscriptions destination displays deals of subscriptions from third-party services in one place.

More and more improved recommendations, clarity over exactly what will be included with a Prime membership

Using Amazon Bedrock—a fully managed AWS service for building and scaling generative AI applications with foundational models—Prime Video generates personalized recommendations for customers.

Apart from recommendations, users can browse by taste and other categories such as “Top 10 in India”. Moreover, the large language models are being used to make the synopses of TV Shows and Movies simpler for Prime Video, so that users can skim through a title description.

3. Easy, Intuitive and Seamless Streaming

On a living room device, video content will autoplay onto the hero rotator while the subscriber is working out what to watch. On the “Live TV” destination, recommended 24/7 stations will play right away. The experience has been optimized on all devices—including those older ones—by Prime Video so everybody can join in.