Prime Video has tonight announced an entire refresh to their streaming user interface bringing a new “content-forward navigation bar,” more personalised recommendations and an entirely optimised experience. Rolling out to all customers in the coming weeks, the new interface aims to make it easier for users to find content tailored to their preferences.

“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 favourites, 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.” 

The new update includes:

Content-forward navigation bar 

On the home page of Prime Video there is a new navigation bar with purpose-built destinations such as “Home,” “Movies,” “TV Shows,” “Sports,” and “Live TV.” You will also see your active add-on subscriptions such as Paramount+ to help you to easily navigate to those.

There is also a “Prime” destination on the navigation bar to help you to find content that is included in your Prime membership, so you don’t have to fork out more money.

The new Prime Video interface will also have a “hero rotator” below the navigation bar which will show you content that you can watch with a subscription, rent or buy, as well as various promotions and Prime member deals and subscription bundles — yes, another way to try to convince you to spend more on subscriptions.

The new navigation bar will also make it possible for you to sign up and manage add-on subscriptions from your home page with more than 19 add-on subscriptions available in Australia. Prime Video will surface specific subscriptions that it thinks are perfect for you based on your preferences and watch history.

Improved recommendations and clarity around the content that’s included with a Prime membership 

It is easy to get lost in just what is included in your Prime Video membership these days (especially with 19 extra add-on subscriptions available) but now, with the assistance of Generative AI, content that is relevant to you will be easier to find.

You will also be able to browse lists such as “Top 10 in Australia” or “Trending Shows” with Prime and add-on subscription logos, like MGM+ or BritBox appearing on the hero and title cars for the show surfaced to you. If an additional payment is required a yellow shopping bag will be visible.

Simple, intuitive and frictionless streaming

The new interface will also be smoother with new animations and zoom effects for what Prime Video are calling a “frictionless and enjoyable streaming experience you can look forward to.”

The new Prime Video user interface is set to roll out globally in the coming weeks. Look out for it appearing on your TV soon.