20 JUL 2022

Amazon announces a major redesign of its Prime Video streaming service

Starting this week, Prime Video is rolling out a new, redesigned experience within the Prime Video app on connected living room devices, including Fire TV, as well as on the Android app.

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Starting this week, Prime Video is rolling out a new, redesigned experience within the Prime Video app on connected living room devices, including Fire TV, as well as on the Android app. This new experience will be available on these devices to all Prime Video customers worldwide this summer, with iOS and Web to follow. “We are redesigning the Prime Video experience to highlight our broad selection of content and to make it easier for customers to find the content they love,”  the company said in a blog post.

Amazon is introducing a redesigned, simplified main navigation menu that is easily accessible. According to the company, this will help customers browse the platform’s broad selection - including movies, TV shows, sports, and premium channels - and find what they are looking for quickly and easily. The app launches with six primary pages: Home, Store, Find, Live TV, Free with Ads, and My Stuff. Customers also have sub-navigation options to more easily browse by content or offer type.

Sports programming is now easier to find, as Home now contains a “Sports” sub-navigation menu. Moreover, the new Live TV page functions as a hub for streaming stations, including live sports and events. The content is presented in a user-friendly program guide so customers can easily view everything that is currently on-air and find out when future programming will begin. The “Sports” menu boasts a cinematic experience with dedicated carousels to showcase the leagues and teams of interest to the user. The page also features sports documentaries and additional content, like replays and popular sports videos, to keep users engaged with their favorite teams.

The new Prime Video app comes with new carousels that not only present videos with richer and more cinematic imagery, but also enable customers to quickly and efficiently find something to stream. For example, the “Top 10 Chart” taps into the social zeitgeist, showcasing popular and trending content on Prime Video in a highly visual and easily navigable manner. The “Super Carousel,” with its larger, poster-style artwork, allows featured titles, such as Amazon Originals and Exclusives and Prime Video Cinema, to stand out against all other titles.

Furthermore, the new design features make it easier for customers to tell what content is included with their Prime membership, versus what is available for purchase. Amazon employed new visual cues to clearly indicate which videos are included for users (marked with a blue checkmark icon) and which are available to rent, buy, or subscribe to (marked with a shopping bag icon). At the same time, the redesigned “Find” page simplifies the search experience, giving users the option to search for a specific title or explore different genres and collections. Search suggestions are shown live as users type, and subscribers can easily filter results by genre or 4K UHD.

“The new Prime Video experience presents content with rich, immersive imagery, thoughtful details, and a new color palette. Our new carousels also showcase titles in a way that makes the experience less busy and overwhelming for our customers,”  the company said.