Despite a robust lineup of original content like Fallout, The Boys, and Rings of Power, Prime Video has often lagged behind competitors like Netflix due to its cluttered and confusing interface. This changes today, as Amazon rolls out a new Prime Video UI designed to bring “clarity and simplicity back to streaming.”
Streamlined navigation
The update introduces a streamlined navigation bar to improve user navigation. On the left, you’ll find general categories such as Home, Movies, TV Shows, Sports, and Live TV. On the right, there’s a dedicated tab for content included with your Prime membership, followed by sections for add-on subscriptions like Max, Paramount+, and Crunchyroll. Users can also add new subscriptions from Amazon’s extensive list of over 100 options directly from the bar.
A new “hero rotator” below the navigation bar highlights content within each selected section. This feature, which resembles those found on rival services, aims to simplify content discovery for users accustomed to the previous, more confusing UI.
Personalized AI recommendations
Amazon is integrating personalized AI-generated recommendations in the Movies and TV Shows sections. Utilizing the company’s Bedrock AI model, these machine learning recommendations will suggest content based on your viewing history and preferences.
AI-powered synopses and improved animations
Additionally, AI will generate new show and movie synopses, making it quicker and easier to browse content descriptions without excessive scrolling.
The UI overhaul includes new animations, faster page transitions, and zoom effects to create a more seamless experience. On living room devices, video content will auto-play on the hero rotator as you browse, similar to Netflix. In the Live TV tab, recommended stations will also auto-play until you make a selection.
The new UI starts rolling out on Tuesday. For more details, you can check Amazon’s official announcement post.
