Although Amazon Prime Video has become a top streaming service recently, its interface hasn’t been a key factor. The platform’s interface has been criticized for being non-ergonomic, cluttered with irrelevant information, and lacking personalization, with a somewhat cumbersome algorithm.
- Amazon Prime Video is overhauling its interface
- A new navigation bar and carousel on the homepage.
- The update includes smoother transitions with new animations and an AI-enhanced algorithm for improved recommendations.
Making the experience more intuitive
Clearly, Amazon recognizes the importance of prioritizing user experience to attract a broader audience. Kam Keshmiri, VP of Design for Amazon Prime Video, stated, “We are always listening to our customers and their feedback. It’s evident that many seek a more intuitive streaming experience.”
To turn this mindset into action, Prime Video is introducing four major interface changes: a revamped navigation bar, enhanced exploration and subscription management, better recommendations, and an improved streaming experience.
Changing what has been lacking in Amazon Prime Video
One-click access to content, navigation bar
First, Prime Video is introducing a new navigation bar, providing access to tabs like Home, Movies, Series, Sports, and Live TV. This bar also connects to additional subscriptions such as Max or Warner.
A new “Prime” tab will feature movies, series, and documentaries exclusive to the platform. Below the navigation bar, a carousel will showcase recent movies, series, and promotions or offers available to Prime subscribers.
Easier exploration
Since Prime aims to be a platform with multiple subscriptions, you can now browse existing additional subscriptions or subscribe to new ones based on your preferences and viewing history.
Improved recommendations
Prime Video’s recommendation system has often been criticized. The service plans to enhance it using generative artificial intelligence to better match content to your preferences. For this, Prime Video will use Amazon Bedrock, AWS’s service for building and implementing generative AI applications.
A more intuitive user experience
To modernize, Amazon Prime Video will introduce new animations to enhance the fluidity of transitions between scenes with each user click. Previously austere, these changes aim to make the daily experience much more enjoyable.