Amazon has begun a global roll out to update the UI for Prime Video, making it easier for subscribers to find out what shows and movies are included with their subscription.
In a new blog post, Amazon reveals that the new user experience will "begin to roll out globally today," July 23, with all customers expected to receive the new UI "in the coming weeks." Amazon notes in the blog post that, once the update is live, subscribers that launch Prime Video will notice a new navigation bar on the top of the screen. As seen in the GIF below, the updated navigation bar includes a dedicated tab for Prime and other add-on subscriptions like Max and Paramount+.
Clicking on the new "Prime" tab will allow subscribers to see every movie and TV show included in their Prime Video membership and make it easier to see which shows and movies you can rent or buy. More interestingly, Amazon revealed that the new UI would also use generative AI to recommend new shows or movies to watch with a new "Made for You" collection located in the Movies and TV Shows tabs.
"We're always listening to customers and reviewing feedback, and it's clear that many are in search of a more intuitive streaming experience," Prime Video VP of Design Kam Keshmiri said in a press release. "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 or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login."
The updated UI for Prime Video was much needed. One common criticism of the subscription service was that it was confusing to understand what was available to Prime Video subscribers for no extra cost and what was available to just rent or buy.
"The way that Prime Video displays its programming can be easy to confuse with films and TV that are only available via purchase or rental. Again, it's not the end of the world but it's an annoying quirk of the platform." IGN wrote in its 2023 updated review of Prime Video.
Much like Netflix and Disney+, Prime Video joins a growing list of streaming services that have tweaked or tested an updated UI. In the case of the former, it simplified the menus and provided the biggest update to the UI for the service in 10 years. In the case of the latter, Disney rolled out an updated UI on Disney+ that included access to Hulu content if users had a Hulu subscription or were subscribed to the Disney+/Hulu/ESPN+ bundle earlier this year.
Taylor is a Reporter at IGN. You can follow her on Twitter @TayNixster.
