On Tuesday, July 23, Amazon announced a redesign of its Prime Video streaming platform, aimed at helping users find content more quickly and easily. The update includes new features and improvements, some of which utilize generative AI to enhance the user experience. Kam Keshmiri, Vice President of Design at Amazon Prime Video, highlighted that the redesigned interface allows customers to navigate the platform more efficiently, discover new content, and manage subscriptions with a single login.
The redesigned Prime Video interface is being rolled out globally and will be available on all devices, including older models, in the coming weeks. Among the updates, Amazon is leveraging generative AI to provide personalized content recommendations based on user preferences. Additionally, Amazon is using Large Language Models (LLMs) via Amazon Bedrock to simplify the brief descriptions or synopses of movies and TV shows.
The new design includes an upgraded content navigation bar featuring a bright blue Prime button. This button allows users to manage their add-on subscriptions to other streaming services, such as Paramount+ and Lionsgate Play. In India, users can access more than 20 add-on subscriptions through the ‘Subscriptions’ option, which also provides access to viewing history, rented titles, and subscription deals from third-party providers.
Users can click on the Prime button to browse content available without additional charges. The platform will also feature promotions for Prime member deals in the hero rotator section, which takes up most of the screen. Titles can be played directly by pressing ‘Watch Now.’ Additionally, Prime Video will highlight content under banners like ‘Top 10 in India,’ and a yellow shopping bag icon next to a title indicates that extra payment is required to watch it.
The redesign includes smoother page transitions, improved zoom effects, and new animations. For users watching on a TV, video content on the hero rotator will automatically start playing, enhancing the browsing experience.
