Prime Video home screen redesigned
The redesign introduces a content-forward navigation bar featuring purpose-built destinations like “Home,” “Movies,” “TV Shows,” and “Live TV.” A new “Prime” destination has been added, showcasing content available at no additional cost with Prime membership. These changes are designed to help users quickly find the content they’re looking for without excessive browsing.
Generative AI-powered personalised recommendations
Personalised recommendations have been enhanced using generative AI, powered by Amazon Bedrock, to offer more tailored content suggestions. The platform will now more clearly identify content included with Prime membership versus add-on subscriptions or rentals, addressing a common user pain point. Additionally, TV show and movie synopses have been simplified using Large Language Models (LLMs) to provide quick, glanceable descriptions.
Refreshed user interface
The user interface has been refreshed with new animations, smooth page transitions, and zoom effects to create a more engaging browsing experience. These improvements extend across all devices, including older models, ensuring a seamless streaming experience for all customers.
Kam Keshmiri, Vice President of Design at Prime Video, emphasised the customer-centric approach behind these changes: “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination.”