Amazon is launching the biggest update to the Prime Video user experience in two years — which the tech giant claims is simpler and more personalized, with the aim of helping you find something to watch faster than ever. And the new UI specifically addresses something that’s annoyed Prime Video users for years: Now, according to Amazon, it will be easier to see what is included with a Prime membership and what you would need to pay extra for. In the updated user experience, logos for Prime and add-on subscription services (like Max, Paramount+, Starz, MGM+ and Crunchyroll) will appear on the hero and title cards of a movie or TV show to provide a visual indicator about which service the content is available on.
If a title requires additional payment, a yellow shopping bag icon will be visible. Prime Video’s new interface also features a navigation bar with single-click access to titles; an improved way for customers to browse, sign up for and manage add-on subscriptions; and personalized content recommendations powered by generative AI. Amazon said the updated Prime Video user interface will begin to roll out globally Tuesday (July 23) and will become available to all customers (including on older devices) “in the coming weeks.
” According to customer feedback, it’s clear that many Prime Video users want “a more intuitive streaming experience,” said Kam Keshmiri, Prime Video’s VP of design. “With the improvements we have made to the user experience, custome.