Prime Video Updates User Experience, Saying Its New Look Will Help Customers “Quickly Find Something To Watch”

Prime Video is rolling out a global update of its user interface today, with the aim of improving the long-fraught process of finding series and movie titles as well as subscription services.

In a blog post, the Amazon division said its new look will help customers “seamlessly navigate” the platform and “quickly find something to watch.” That task is particularly challenging for Prime Video, which is offering not only a growing roster of originals like The Lord of the Rings: Rings of Power, but also marquee programming via third-party subscription services. Quite a lot is contained in the offering, in other words, but it isn’t always easy to discover.

“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, VP of Design at Prime Video. “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, as well as sign-up or switch add-on subscriptions with just a few clicks.”

The blog post said the company’s goal in updating the user interface was to balance offerings available at no charge with a Prime subscription as well as subscription offerings of interest to subscribers. With more personalized recommendations powered by generative AI, customers will be shown content more tailored to their individual preferences.

“We’re making it easier to quickly identify movies and series that are available at no additional cost to your Prime membership, find new blockbusters to rent or buy, and add and manage add-on subscriptions,” the blog post said. Prime Video also houses more than 650 FAST channels.

A newly designed navigation bar on Prime Video includes tabs for “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV,” as well as for active add-on subscriptions to services like Max or Paramount+.

The tech giant is also promising more “clarity” around what requires a separate purchase and is not included as part of a Prime subscription. Viewers can browse content by taste and other categories like “Top 10 in the US” or “Trending Shows.” Prime and add-on subscription logos for third-party outlets like Starz or Crunchyroll will appear on the hero and title cards of a movie or TV show, with the goal of informing customers about where the programming is originating. “If a title requires additional payment, a yellow shopping bag will be visible,” the post noted.