Prime Video confirms global rollout of new features, some with immediate effect, changing how users navigate and use the service.
- New navigation bar, plus improvements to add-on subscription management, recommendations and overall streaming experience.
- AI to offer improved recommendations.
- Easier to find content that’s included in existing Prime Video membership.
Amazon’s streaming service Prime Video says it is “bringing clarity and simplicity back to streaming”, with the rollout of changes to the user experience.
Some of the changes are already available to users, other updates will become available to all customers in the coming weeks.
More personalised recommendations will be powered by generative AI – Amazon claims this will allow viewers to spend more time watching and less time browsing.
Meanwhile, Prime Video will also make it easier to identify movies and series that are available at no extra cost to Prime members. Additionally, managing add-on subscriptions for services like Discovery+ is supposed to become easier via Prime Video.
Amazon Prime Video’s new features:
1. Content-forward navigation bar and single-click access to titles with the hero rotator
When launching Prime Video, users will see a new navigation bar.
Here, they can see purpose-built destinations including Home, Movies, TV Shows, Sports and Live TV, as well as active add-on subscriptions, like Discovery+ or Paramount+, allowing them to navigate by content type.
A new ‘Prime’ destination will also be available in the navigation bar, which allows users to browse movies, TV shows, sports and linear broadcasts available at no additional cost with a Prime membership. Here, users can also find information about other Prime benefits available in their country, such as shopping incentives.
Just below the navigation bar, the hero rotator will showcase content that can be watched with a subscription, rent or buy, as well as a range of promotions including Prime member deals and subscription bundles.
2. Explore, sign-up and manage add-on subscriptions
Users can now browse, sign-up and manage active add-on subscriptions directly from the navigation bar.
In the US, for example, users can explore more than 100 add-on subscriptions by selecting ‘Subscriptions’. Figures vary in other countries.
Here, in addition to what they’ve already signed up for, users can find new options that are uniquely recommended based on their preferences, previous rentals, and viewing history. The subscriptions destination will also display deals and discounted bundles of subscriptions from third-party services, all in one place.
3. Improved recommendations and clarity around the content included with Prime membership
Improvements to personalisation features, which were created with the assistance of Generative AI, will make it easier to find content that is most relevant to individual users.
Viewers can find ‘Made for You’ collections within the Movies and TV Shows destinations. Rather than showing content from specific add-on subscriptions and different purchase options, Prime Video will simplify things by grouping titles tailored to specific interests.
4. Simple and intuitive streaming experience
New animations, smooth page transitions and zoom effects are a few of the enhancements being rolled out for a frictionless and enjoyable streaming experience.
When using a living room device, video content will play on the hero rotator as viewers determine what to watch, creating an immersive browsing experience.
And on the Live TV destination, recommended 24/7 stations will automatically start playing. They will continue to do so as users transition into full screen playback, or exit out to browse other stations. Prime Video has optimised the experience across all devices, including older models.
Corporate comment
Kam Keshmiri, VP of Design at Prime Video commented:
We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience. 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. Best of all, they can do this while using a single login.”
By: Marc Thornham | image: Amazon Prime Video | source: Amazon PR