Prime Video announced improvements to its user experience, which started rolling out globally today and will be available to all customers in the coming weeks. With these updates, the platform aims to make navigating its entertainment destination easier.
"We always listen to customers and review their feedback, and it's clear that many are looking for a more intuitive streaming experience," said Kam Keshmiri, Vice President of Design at Prime Video. "With the improvements we've made to the user experience, customers will have access to an easy-to-navigate entertainment destination where they can discover new titles and enjoy their favorites with just a few clicks."
Among the enhancements, the platform announced a new content-oriented navigation bar and one-click access to titles with the main rotator. Here, it is possible to find specifically designed destinations like "Home," "Movies," "Series," and "Sports," allowing navigation by type of content. There will also be a new "Prime" destination in the navigation bar, allowing exploration of movies, series, and sports available with a Prime membership. Just below the navigation bar, the main carousel will show content to watch directly.
Additionally, it announced that recommendations have been improved and there will be clarity on the content included with a Prime membership. The enhancements in personalization features, created with the assistance of Generative AI, will make it easier to find the most relevant content. Prime Video uses Amazon Bedrock, a fully managed service by AWS to create and scale generative AI applications with foundational models, to generate personalized recommendations for customers. Also, Prime Video is using Large Language Models (LLM) to simplify the synopses of series and movies, so it is possible to quickly see the description of a title without having to scroll down.
New animations, smooth page transitions, and zoom effects for enhanced viewing are some of the improvements for a frictionless and enjoyable streaming experience. When using a living room device, video content will play in the main carousel while deciding what to watch, creating an immersive browsing experience. Prime Video has optimized the experience across all devices, including older models, so everyone can enjoy it.
Prime Video offers a vast collection of premium programming in a single app on thousands of devices. It is possible to explore a wide variety of titles on Prime Video, including critically acclaimed, award-winning Amazon Original series including “The Idea of You,” “Fallout,” “Upgraded,” “Citadel,” “The Boys,” and “The Lord of the Rings: The Rings of Power.”
Prime Video announced that it will continue to improve the user experience so customers can seamlessly navigate and discover content they will love in their entertainment destination.
