Prime Video rolls out changes for an improved streaming experience
Prime Video is bringing clarity and simplicity back to streaming with improvements to its user experience that will begin to roll out globally today, and will become available to all customers in the coming weeks.
The update will allow users to navigate across the vast entertainment destination with ease. With more personalised recommendations powered by generative AI, to
discover content that is tailored to individual preferences.
It will be easier to quickly identify movies and series that are available at no additional cost to viewers Prime membership – to find new blockbusters to rent, and add or manage add-on subscriptions.
“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, Vice President 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 to or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
Here are the updates coming to the Prime Video user experience.
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Content-forward navigation bar & single-click access to titles with the hero rotator
When launching Prime Video, you’ll notice a new navigation bar. Here, you will see purpose-built destinations including “Home,” “Movies,” “TV Shows,” and “Live TV,” as well as active Prime Video Channels add-on subscriptions, allowing you to navigate by content type.
Explore, sign-up and manage add-on subscriptions
You can now browse, sign-up and manage your active add-on subscriptions directly from the navigation bar. In India., you can explore more than 20 add-on subscriptions by selecting “Subscriptions.” Here, in addition to what you’re already signed up for, you can find new options that are uniquely recommended based on your preferences, previous rentals, and viewing history. Plus, the subscriptions destination will display deals of subscriptions from third-party services, all in one place.
Improved recommendations and clarity around the content that’s included with a Prime membership
Personalized recommendations have always been essential to the Prime Video experience. However, improvements to personalization features, which were created with the assistance of Generative AI, will make it easier to find the content that is the most relevant to you.
Simple, intuitive and frictionless streaming
New animations, smooth page transitions and zoom effects are a few of the enhancements for a frictionless and enjoyable streaming experience you can look forward to.
