Prime Video has started rolling out changes to its user interface (UI) in a move it says will bring clarity and simplicity back to streaming.
The improvements to its user experience will become available to all customers in the coming weeks.
The changes include more personalised recommendations powered by generative AI to help viewers spend less time browsing.
Prime Video is also making it easier to quickly identify movies and series that are available at no additional cost to Prime members.
“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.
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The UI comes with a new navigation bar listing purpose-built destinations including “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV,” as well as browse, sign up and manage active add-on subscriptions, like Max or Paramount.
A new “Prime” destination will also be available in the navigation bar, which allows subscribers to browse movies, TV shows, sports and linear broadcasts available at no additional cost with a Prime membership.
New personalisation features, created with the assistance of generative AI, include “Made for You” collections within the “Movies“ and ”TV Shows” destinations.
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