Prime Video UI Undergoes Overhaul with AI-Driven Recommendations

Prime Video UI Undergoes Overhaul with AI-Driven Recommendations

Amazon Prime Video has launched a significant update to the Prime Video UI (user interface), aiming to address long-standing issues with its previous cluttered and confusing layout. Known for its rich selection of original content like “The Boys,” “Fallout,” and “Rings of Power,” Prime Video’s interface lagged behind competitors like Netflix. Amazon’s latest redesign promises to bring “clarity and simplicity back to streaming.”

The redesigned interface introduces a streamlined navigation bar intended to improve user experience. Positioned on the left, the bar features broad categories such as Home, Movies, TV Shows, Sports, and Live TV. To the right, it includes a dedicated tab for content included with your Prime membership, followed by sections for add-on subscriptions like Max, Paramount+, and Crunchyroll. There’s also a section to add new subscriptions directly from the bar, encompassing Amazon’s wide array of over 100 options.

A new “hero rotator” located below the navigation bar highlights content available within each selected section. This design is akin to what competitors offer and is a significant improvement over the old, perplexing Prime Video UI.

Personalized AI-Driven Recommendations

Amazon is enhancing its user experience with personalized AI-generated recommendations. When browsing the Movies and TV Shows sections, users will see “Made for you” content suggestions powered by Amazon’s Bedrock AI model. These recommendations are tailored based on individual watch history and preferences.

Additionally, AI technology will streamline show and movie synopses, making it quicker and easier to learn about content without extensive scrolling. This change aims to make content browsing more efficient and enjoyable.

Enhanced Visual and Functional Features

The update also includes several visual and functional enhancements. New animations, faster page transitions, and zoom effects are designed to make the browsing experience more seamless. On living room devices, video content will auto-play in the hero rotator as users navigate, similar to Netflix’s interface. In the Live TV tab, recommended stations will auto-play until users make a selection, ensuring continuous engagement.

The updated UI starts rolling out on Tuesday, bringing these improvements to users progressively. For more detailed information, you can refer to Amazon’s official announcement post.

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