Prime Video is improving its 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’s last redesign was in 2022, which introduced new navigation features and a Top 10.
Ease of use is the primary motivation behind the platform overhaul, which will hit smart TVs and living room devices like Fire TV, Roku, and Apple TV, as well as 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 set of login credentials to access all content included in a Prime membership. This includes add-on plans like Max and content available for rent or purchase.
“It’s starting to really flesh out this idea of being a destination that houses a lot of this streaming content that you love,” Kam Keshmiri, vice president of design at Prime Video, told CNET. “And that’s not something I see happening anywhere else on a regular basis. So for us to kind of flesh out this idea of a unified platform and a unified aggregate hub, it’s a real step forward.”
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The new Prime Video user experience is simplified for easier use.
It took the company about 18 months to bring this interface overhaul to fruition. At a first-look event hosted by Amazon Studios, Keshmiri spoke with CNET about the key details audiences should look for in this Prime Video relaunch.
An entertainment center under a single login
One of the highlights of this new rollout is Prime Video’s single sign-on access. For example, if you’re a Max and Starz subscriber through Prime Video Channels, it only takes one click to open those apps. You’ll no longer need to enter separate credentials. Prime Video aims to remove a series of frustrating hurdles, giving you a simplified path to the titles you want.
You’ll also be able to browse titles and manage subscriptions directly through the redesigned navigation bar. People in the US will have access to over 100 add-on subscriptions through the “Subscriptions” landing button, as well as offers and bundles.
“These are the kinds of things that frustrate customers,” Keshmiri said. “And I have 10 subscriptions. I’m in the same boat and I would really like to be able to get a set of algorithms and recommendation systems that kind of understand the entire entertainment experience. That’s what we’re really focused on. And that’s what’s really exciting about our position as a destination for all of the aggregated content and all of our partners.”
Navigation and Sports Center Upgrades
Prime Video’s navigation bar already features destinations for “Home,” “Movies,” “TV Shows,” and “Live TV.” Now, Sports gets its own button alongside new locations for any active add-on subscription channels you may have. Placed at the top of the screen, the Sports button provides easy access to Thursday Night Football, WNBA, women’s soccer, and a growing collection of on-demand games.
“We now have a dedicated space where you can watch all the live sports, but also all the other sports and on-demand stuff,” Keshmiri 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’s accessible to everyone, it’s about building this kind of incredible ecosystem of sports fans that you can discover through that superior navigation.”
Prime Video is also looking to improve how you can find everything in the app. Improved organization can help viewers determine what content is included with Prime and which titles come with a price tag. Logos displayed on each title card will now make it easy to distinguish Prime content from subscription content from platforms like Starz or Crunchyroll. You can also look for the yellow bag icon that identifies TV shows and movies that are available to rent or buy.
Another new addition to the app is a rotating graph 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 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 will include a range of titles tailored specifically to your interests.
Content will now be divided by category and specific tastes, making the viewing experience unique for each user profile. In addition to personalized recommendations, collections such as “Trending Shows” and “Top 10 in the United States” will be regularly updated and 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 look similar to the one you’ve been using so far. It’s not. Complex animations, page transitions, and zoom effects have resulted in “a fluid and seamless experience,” Keshmiri said.
A rotating hero graphic will now host featured content recommendations, adding an immersive quality to your viewing session. Add the “Live TV” option to the mix and 24/7 channels will automatically start streaming, continuing to do so whether you decide to watch the content in full screen mode or scroll back to browse other content options.
“I personally am very proud of the works and the quality of the expression of these things,” Keshmiri added. “Rather than having something that is really cluttered with a lot of taxes and a lot of noise, we focus on the beautiful storytelling, the content, the intention of the creators and we bring it all together into something beautiful and quite simple.”
Prime Video is included with Prime memberships, but you can also sign up for a standalone subscription starting at $9 per month to stream movies with ads. Check out our other articles on streaming services, including how to get rid of ads.