Amazon has unveiled the biggest redesign of its Prime Video service in two years. The restructuring of the Netflix competitor, the first showed advertising at the beginning of the year — a controversial decision that led to Angry users demand legal action against Amazonwas designed to solve one of subscribers’ biggest complaints.
Amazon has addressed a common complaint about its Netflix competitor by offering special tabs where you can only Find content included in a specific subscription, from Prime Video itself to third-party options like Crunchyroll and Max (US only).
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According to Amazon, the updated interface will make it easier to figure out what is included in a Prime membership and what you need to pay extra to watch. While Disney+, Paramount+, Netflix and other streamers only Watch TV shows, documentaries, and movies in their respective apps, included in your monthly subscription fee. … Prime Video lets you rent and purchase additional titles.
This means that you are not only limited to the catalogue is included for £8.99 per month. However, it can also cause confusion as to whether you need to pay an additional fee to watch the show you are looking for.
To solve this common problem, Amazon has added a logo for Prime at the top of the main menu. Scroll to this new tab and you will only Find TV shows, documentaries and movies included in your monthly subscription.
In this special Prime section you will also find information about other benefits available in your country, such as exclusive offers and benefits, included in subscription for £8.99 per month.
Amazon will also add logos for additional subscriptions, such as Paramount+, MGM+ and Discovery+, to name a few, that may be available in the Prime Video app. These subscriptions, known as Prime Video Channels, will be billed using payment details stored with Amazon – so there is no need to create a new account and another Password.
Aside from these new “walled gardens,” Amazon has added stronger visual cues to indicate whether you’ll need to pay extra. A new yellow shopping bag icon will be visible on anything that has an additional cost, while the blue Prime logo will accompany everything included in your monthly subscription.
The updated Prime Video will be available on a range of devices, from smart TVs, games consoles, Sky TV boxes and dedicated streaming set-top boxes such as Roku, Amazon’s own Fire TV Sticks and Apple TV
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“We’re always listening to our customers and considering their feedback. It’s clear that many are looking for a more intuitive streaming experience,” said Kam Keshmiri, Vice President of Design at Prime Video. “With the improvements we’ve made to the user experience, customers will have an easy-to-navigate entertainment destination where they can discover new titles and enjoy their favorites, as well as purchase or switch additional subscriptions with just a few clicks. And best of all, they can do it all with a single login.”
Amazon says its improved Prime Video design will also use generative artificial intelligence (AI) to offer personalization recommendations. For example, they will Made for you Collections in the Movies and TV Shows tabs.
Instead of showing content from specific add-on subscriptions and different purchase options, Prime Video simplifies things by grouping titles based on your interests, Amazon says.
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This isn’t the only use of AI throughout the new Prime Video experience. Amazon also relies on Large Language Models (LLMs) to create simplified synopsis for TV shows and movies.
Prime Video offers a library of popular TV shows, documentaries, and blockbuster movies—all available in 4K Ultra HD picture quality, but you can expect some commercial interruptions. AMAZON PRESS OFFICE
Finally, the US shopping giant announces new animations, smoother transitions and fun new zoom effects to create “a smooth and entertaining streaming experience”.
When you launch the redesigned Prime Video on a living room device like a smart TV, Roku, or Apple TV, the carousel at the top of the interface immediately starts playing snippets and trailers showcasing new content to watch.
The new Prime Video has been optimized for all devices, including older models, so you don’t need the latest generation of Fire TV Stick or Roku to benefit from it, but you may need to be patient.
Amazon has already started rolling out the new look to Prime Video viewers worldwide, but if previous upgrades are anything to go by, it will be some time before the new design is available on all screens in the UK.