Prime Video has announced a significant update to its user interface, designed to simplify the process of finding series, movies, and subscription services. This global update, launched today, aims to improve the user experience by making it easier to navigate the platform and discover content.
The new interface is intended to help customers navigate Prime Video more easily and find something to watch more quickly. This update addresses the challenge of discovering content from an expanding roster of original programming, such as The Lord of the Rings: Rings of Power, as well as offerings from third-party subscription services.
Kam Keshmiri, VP of Design at Prime Video, stated that customer feedback was crucial in shaping the new interface. “We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” Keshmiri said. The update aims to provide an easier navigation experience where users can discover new titles, enjoy their favorites, and manage add-on subscriptions more efficiently.
The redesign also focuses on balancing content available at no extra charge with a Prime subscription and content from third-party services. The new interface uses generative AI to offer personalized recommendations tailored to individual preferences, helping users find content more aligned with their viewing habits.
A notable feature of the update is improved clarity around what content is included with a Prime subscription and what requires an additional purchase. The redesigned navigation bar includes tabs for “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV,” as well as for active add-on subscriptions like Max or Paramount+. This is intended to make it easier for users to identify content that is free with their Prime membership, find new blockbusters to rent or buy, and manage their add-on subscriptions.
Other features include personalized recommendations powered by generative AI, new navigation bar tabs for easy access to different content categories and active subscriptions, purchase indicators like a yellow shopping bag for titles requiring additional payment, and content origin information with logos for third-party subscription services displayed on hero and title cards.
The Prime Video user interface update is intended to provide a more intuitive and user-friendly streaming experience. By incorporating customer feedback and advanced technology for personalized recommendations, Prime Video aims to help users navigate the platform more easily and find content that matches their preferences.
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