Prime Video is enhancing its user experience with new features aimed at making navigation and content discovery easier and more intuitive. These improvements are rolling out globally starting today and will be available to all customers over the coming weeks, Prime Video said on Tuesday.
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Revamped Navigation Bar
The new navigation bar features dedicated sections for "Home," "Movies," "TV Shows," "Live TV," and active add-on subscriptions. A new “Prime” section highlights content available at no additional cost to Prime members. The hero rotator prominently showcases content available for subscription, rental, or promotional deals, allowing direct access to watch, rent, or subscribe, the OTT platform explained.
Add-On Subscription Management
Users can now easily explore, sign up for, and manage add-on subscriptions directly from the navigation bar. Prime Video said that in India, over 20 add-on subscriptions are available, with personalised recommendations and subscription deals all displayed in one place.
Improved Recommendations
Enhanced personalised recommendations powered by generative AI using Amazon Bedrock make it easier for users to find relevant content. Clear indicators distinguish between content included with Prime membership and content requiring additional payment. Simplified synopses for TV shows and movies, generated by Large Language Models (LLMs), provide quick insights into titles.
Enhanced Streaming Experience
New animations, smooth transitions, and zoom effects create a more enjoyable browsing experience. On living room devices, video content plays on the hero rotator, creating an immersive experience. The "Live TV" section features auto-playing recommended 24/7 stations.
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Optimised Across Devices
The updated user experience is optimised for all device types, including older models, ensuring that everyone can enjoy the improvements, the company 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," 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 for or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login."
Prime Video says these updates are just the start of improving the user experience so customers can seamlessly navigate and discover content they'll love.
