Prime Video smooths out its navigation with a set of interface upgrades that says will bring “clarity and simplicity back to streaming.” The global rollout of the changes began on Tuesday and will continue in the coming weeks. The streamer’s last update was in 2022, which introduced new navigation and Top 10 features.
Ease of use is the biggest motivation behind the platform 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 navigation and search functionality of the platform’s content, new AI-powered viewing recommendations, and the ability to use a single set of login credentials to access all the content included in the Prime membership. This includes additional subscriptions such as Max and content available to rent or purchase.
“It really starts to fulfill that idea of being a destination that has so much of the streaming content that you love,” Cam Cashmiri, VP of Design at Prime Video, told CNET. “And it’s not something I see regularly elsewhere. So for us, executing on this idea of a unified platform and a unified aggregation hub, it’s a really big unlock.”
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Prime Video’s new user experience is streamlined for ease of use.
It took the company roughly 18 months to see this interface overhaul come to fruition. During an Amazon Studios preview event, Cashmiri spoke with CNET about the important details audiences should look for in this Prime Video reboot.
One-stop entertainment center
One of the biggest highlights of this new rollout is Prime Video’s single sign-on access. For example, if you are subscribed to Max and Starz through Prime Video channels, all it takes is one click to open these apps. You will no longer need to enter separate credentials. Prime Video aims to overcome a set of frustrating hurdles by giving you a streamlined path to the titles you want.
You’ll also be able to browse titles and manage subscriptions directly through the revamped navigation bar. People in the US will have access to more than 100 additional subscriptions through the Subscriptions destination button, along with deals and bundles.
“That’s the thing that customers are frustrated with,” Cashmiri said. “I have 10 subscriptions. I’m in the same boat and really want to be able to get a set of algorithms and recommendation systems that understand the complete entertainment experience. That’s what we’re really focused on. And that’s what’s really exciting about where we are as a destination for all of our collected content and all of our partners.”
Navigation upgrades and sports center
Prime Video’s navigation bar now has destinations for Home, Movies, TV Shows, and Live TV. Sports now gets its own button next to new placements for any active add-on subscription channels you may have. Placed at the top of the screen, the sports button provides streamlined access to Thursday Night Football, the WNBA, women’s soccer and a growing collection of on-demand games.
“We now have a special place where you can watch all the sports live, but also all the other sports and things on demand,” Keshmiri added. “It’s also a place over time where you’re going to see more leagues and more sports — and you’re going to see more content about that sport. Starting with a destination that everyone can get to builds this amazing kind of ecosystem of sports fandom that you can experience through this top navigation.”
Prime Video is also looking to improve the way you find everything in the app. The improved organization can help viewers understand what content is included with Prime and which titles come with a price. The logos displayed on each title card will now make mainstream content easily distinguishable from subscription content from platforms like Starz or Crunchyroll. You can also look out for the yellow shopping bag icon, which identifies TV shows and movies available to rent or buy.
Another new addition to the app is a rotator graphic that sits low on the home screen, displaying a selection of favorite titles to watch on Prime Video.
AI-enhanced recommendations
Personalized viewing recommendations aren’t new to Prime Video, but the company already uses generative AI to supercharge your unique viewing experience. In the Movies and TV Shows sections, content collections like the Made for You category will feature a range of titles tailored specifically to your interests.
Content will now be broken down by category and specific tastes, making the viewing experience unique to each user profile. In addition to personalized recommendations, collections like Trending Shows and Top 10 in the US will be regularly updated and easy to find.
The Boys is one of many original scripted series available to watch exclusively on Prime Video.
Intuitive streaming experience
From afar, this new Prime Video experience might look like the one you’re used to. It’s not. Complex animations, page transitions and scaling effects resulted in a “smooth and seamless experience,” Cashmiri said.
The character rotator graphic will now contain recommendations for featured content, adding an immersive quality to your viewing session. Throw the Live TV option into the mix and the 24/7 channels will automatically start playing, continuing to do so whether you choose to watch the content in full-screen mode or exit back out to explore other viewing options. content.
“Personally, I’m very proud of the artwork and the quality of expression of those things there,” Cashmiri added. “Instead of having something that’s really crammed with a lot of tax and a lot of noise, we boil it down to the beautiful storytelling, the content, the intent of the creators and kind of bring that together into something beautiful and pretty easy.”
Prime Video is included with a Prime membership, but you can also sign up for a standalone subscription starting at $9 per month to stream with ads. Check out our other coverage of streaming services, including how to opt out of ads.
