Prime Video is rolling out a global update to its user interface today, aimed at improving the lengthy process of finding TV shows and movie titles and subscription services.
How Amazon's Prime Video is Revolutionizing Your Viewing Experience: A Deep Dive
In a blog post , the Amazon division said the new look will help customers “navigate seamlessly” the platform and “quickly find something to watch.” That task is particularly challenging for Prime Video, which not only offers a growing number of original series like The Lord of the Rings: Rings of Power but also key programming through third-party subscription services. There’s a lot to like, in other words, but it’s not always easy to discover.
“We’re always listening to customers and assessing feedback, and it’s clear that many are looking for a more intuitive streaming experience,” said Kam Keshmiri, VP of Design at Prime Video. “With the improvements we’ve made to the user experience, customers will have an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, and sign up or switch add-on subscriptions with just a few clicks.”
The blog post noted that the company’s goal in updating the UI was to balance offers that are available for free with a Prime subscription, as well as subscription offers that are of interest to subscribers. With more personalized recommendations powered by generative AI, customers will see content that is more tailored to their individual preferences.
