There is a wide range of original content available, fall out, the boys and Ring of PowerPrime Video has historically had a cluttered, confusing and unintuitive layout. Rivals like NetflixBut that all changes today as Amazon begins rolling out its new Prime Video UI, which, in the company’s words, “brings clarity and simplicity back to streaming.”
The Prime Video redesign starts with a simplified navigation bar, which makes it easier to navigate within it. The left navigation bar contains the general categories of Home, Movies, TV Shows, Sports, and Live TV. Immediately to the right of the navigation bar is a tab dedicated to the content that’s bundled with your Prime membership, followed by a section for additional subscriptions, including: Max, Paramount+, Crunchyroll etc. There’s a separate section for adding new subscriptions directly from the bar from Amazon’s 100+ options.
Meanwhile, a new “hero rotator” below the bar highlights the content available within each selected bar section. This is similar to rival services, and while it doesn’t sound like a big deal on paper, it’s a welcome change for anyone who struggled with the old Prime Video UI, which was confusing.
Naturally, Amazon is adding AI-generated personalized recommendations (“Best for You”) as you browse the bar’s movie and TV section. Base AI modelMachine learning recommendations provide content suggestions based on your viewing history and preferences.
AI will also be used to improve synopses of new shows and movies, a change Amazon says will make synopses faster to view and eliminate the need to scroll to learn more about specific content.
Finally, Amazon says the UI has new animations, quicker page transitions, and zoom effects for a “smoother” experience. On living room devices, video content will autoplay in a hero rotator as you browse (similar to Netflix and other competitors). When you navigate to the Live TV tab, recommended stations will also autoplay and continue to play until you choose one to give your full attention.
The UI update will begin on Tuesday. For more details, see Amazon’s Announcement Post.
