Prime Video said it is bringing simplicity back to streaming with improvements to its user experience that will begin to roll out globally this week, and become available to all customers in the coming weeks.
The new updates will feature personalised recommendations to users powered by generative AI, and allow users to “spend more time watching and less time browsing.”
“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, vice president of design at Prime Video.
“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 favorites, as well as sign-up to or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
When launching Prime Video, users will notice a new navigation bar, which will be home to purpose-built destinations including Home, Movies, TV Shows, Sports, and Live TV, as well as active add-on subscriptions, like Paramount+ or Hayu, allowing users to navigate by content type.
Users can now also browse, sign-up, and manage active add-on subscriptions directly from the navigation bar. In Australia, users can explore 19+ add-on subscriptions by selecting Subscriptions.
The new personalised AI recommendations are powered by Amazon Bedrock, a fully managed AWS service for building and scaling generative AI application with foundational models, to generate personalised recommendations for customers.
Prime Video is also utilising Large Language Models (LLMS) to simplify the synopses for TV shows and movies, so users can quickly glance at a title description, rather than having to scroll to decide if it is something they want to watch.
Prime Video’s new user interface comes off the back of the streaming service launching its ad-tier option in Australia in early July.
Australians are now shown ads on the service unless they upgrade to the ad-free option without advertising. In Australia, the upgrade will cost users an extra $2.99 per month.
See also: Amazon Prime Video launches ad option in Australian market