For many Prime Video users, this will be like a breath of fresh air as Amazon launches a major overhaul of the streaming service’s user interface with a modern look, dynamic graphics, a new live TV hub, improved search and more.
The upgrade, which is rolling out this week, is the streaming service’s most significant change in nearly a decade. The new design promises to make it easier to find and watch content on Prime Video. It’s also meant to address what Prime Video members have been frustrated with for years: being able to quickly and easily see which programs are part of a subscription service and which are available for purchase.
The updated Prime Video UI includes new visual cues to clearly indicate which videos are included for you (denoted by a blue tick icon) and which are available to rent, buy, or subscribe (denoted by a gold shopping icon). bag icon). And right at the top of the home screen, in the My Subscriptions row, you can now access all the videos included in your Prime membership with just a single click.
“We definitely wanted customers to understand the range of content available to them, with a clear entry point and to be able to know which titles cost extra,” said Helena Cerna, Prime Video’s global director of product management.
Amazon has been developing the new user interface for about 18 months. The new Prime Video experience will be rolling out to connected TVs such as Fire TV, Roku devices, Apple TV 4K boxes and the Android app starting this week and will roll out to all Prime Video customers worldwide throughout the summer. After that, Amazon will bring the new user interface to Apple’s iOS devices and its website.
Prime Video’s new live TV screen
The overall goal, according to Amazon, was to improve Prime Video’s user interface to highlight the service’s wide range of content and make it easier for customers to find the content they love. “We wanted to make the experience more cinematic,” Cerna said.
The UI is less cluttered than the previous Prime Video UI. It features a simplified main navigation menu that’s been moved to the left side of the screen on connected TVs. The app launches with six main pages: Home, Store, Find, Live TV, Free With Ads (points to content on Amazon’s Freevee), and My Stuff. Customers will also have sub-navigation options to more easily search by content or offer type; For example, “Movies” or “TV Shows” or “Sports” on Home and “Channels” or “Rent or Buy” on Store.
The new Prime Video app includes new carousels that play a video preview when you navigate to that part of the screen. The UI features a “super carousel” with larger, poster-style graphics for featured titles to pop out.
Prime Video’s Super Carousel
The new Live TV site acts as a hub for streaming stations, including live sports and events, listed in a cable-like program guide, showing everything that’s currently airing and what’s coming next. And Amazon is adding a new Sports submenu, just in time for Prime Video’s exclusive streaming of the NFL’s Thursday Night Football, beginning this fall. The sports section also highlights content available with your Prime membership and through subscriptions like Paramount+ or MLB.TV, and allows you to track content by league and individual team.
Also, the new user interface has a redesigned “Search” function to make searching easier. You now have the option to search for a specific title or explore different genres and collections. Search suggestions are shown live as you type, and you can easily filter results by genre or format (e.g. 4K UHD). Search results also adopt the new visual cues to show which videos are included for you (blue tick icon) and which require additional payment (the shopping bag icon).
The Prime Video My Subscriptions page