Prime Video Revamps Its Streaming Platform For A Better User Experience

Today, Prime Video announced that their platform is reverting to a more simplified version, and the update will be rolling out globally in the coming weeks.

The main objective for the new UI overhaul is to make the platform run at a more efficient rate. With the new update, Prime Video promises audiences that they will be able to locate shows that are more aligned with what they would like to watch, by using personalized recommendations powered by generative AI, fans can discover content that is tailored to the individual. This should allow users to spend more time watching and less time browsing. Considering the platform exclusive The Boys season four just concluded (and it’s confirmed to return in 2026), an easier method of finding the next series to watch couldn’t arrive at a better time.

Vice President of Design at Prime Video, Kam Keshmiri said “We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” including “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favourites, as well as sign-up or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login” regarding the UI update.

Prime Video UI Update Key Features

• New navigation bar – This addition allows users to locate different types of menu selections easier than before, using descriptors like “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV,” allows for an easier time navigating the menus of Prime Video. Also, if subscribers have access to Crave or Paramount+ they can locate those two services right inside the streaming app for Prime Video.
• Adjust subscriptions – Audiences will have an easier time managing their subscriptions (and assuring they currently pay for the desired tier) by locating a “subscriptions” tab on the navigation bar.
• Improved recommendations – Prime Video deploys Amazon Bedrock, a new service for building and scaling generative AI applications (which are applications that can generate text, images, audio, and synthetic data in response to prompts) to help users with recommendations on what to watch next.
• Simplicity – Smooth page transitions, animations, and zoom effects help streamline the experience.

The new Prime Video UI updates start rolling out today and reach the global audience in the coming weeks. Fans looking for more information on Prime Video or the Amazon Bedrock AI can visit the official website.