Prime Video is leveling up its navigation with a round of interface upgrades that it says will bring "clarity and simplicity back to streaming." Global rollout of the changes begins Tuesday and will continue over the coming weeks. The streamer's last revamp was in 2022 , which introduced new navigation features and a Top 10.
Ease of use is the biggest motivation behind the platform's redesign, which will hit smart TVs and living room devices like Fire TV, Roku and Apple TV, along with Apple and Android devices. The update includes improvements to the platform's content navigation and search functionality, new AI-powered viewing recommendations and the ability to use a single set of log-in credentials to access all the content included with a Prime membership. That includes add-on subscriptions like Max and content available for rent or purchase.
"This is starting to really deliver on this idea of being a destination that houses so much of that streaming content that you love," Kam Kashmiri, vice president of Design at Prime Video, told CNET. "And that's not something I see regularly elsewhere. So for us, sort of delivering on this idea of a unified platform and a unified aggregated hub, it's a really big unlock.
" Read more : Prime Video: The 33 Absolute Best TV Shows to Watch Prime Video's new user experience is streamlined for ease of use. It took the company roughly 18 months to see this interface overhaul to fruition. During a first look event Amazon Studios, Kashmiri talk.