Prime Video has launched a variety of new features to enhance user experience on the platform. The latest features are set to bring clarity in navigating through the application, better recommendations to the viewers, smooth streaming, among other things and will become available to all customers in the coming weeks.
There’s so much to be discovered on Prime Video, and with these updates, viewers will be able to navigate across the entertainment destination with ease. With more personalised recommendations powered by generative AI, viewers can discover content that is tailored to their individual preferences. These features will contribute to making it easier to quickly identify movies and series that are available at no additional cost to their Prime membership, find new blockbusters to rent, and add or manage add-on subscriptions.
Here are the updates coming to the Prime Video user experience:
- Content-forward Navigation Bar and Single-click Access to Titles with Hero rotator:
Then launching Prime Video, viewers will notice a new navigation bar. Here, they will see purpose-built destinations including “Home,” “Movies,” “TV Shows,” and “Live TV,” as well as active Prime Video Channels add-on subscriptions, allowing them to navigate by content type.A new ‘Prime’ destination will also be available in the navigation bar, which will allow viewers to browse movies, TV shows available at no additional cost with a Prime membership.Just below the navigation bar, the hero rotator will showcase content viewers can watch with a subscription, or rent, as well as a range of promotions including Prime member deals. They can also directly play, rent or subscribe to watch. - Explore, Sign-up and Manage Add-on Subscriptions:
Viewers can now browse, sign-up and manage their active add-on subscriptions directly from the navigation bar. In India, viewers can explore more than 20 add-on subscriptions by selecting “Subscriptions.” Here, in addition to what they have already signed up for, viewers can find new options that are uniquely recommended based on their preferences, previous rentals, and viewing history. Plus, the subscriptions destination will display deals of subscriptions from third-party services, all in one place. - Improved Recommendations and Clarity Around Content that’s Included with Prime Membership:
Personalized recommendations have always been a part of Prime Video experience. The improvements to personalization features, which were created with the assistance of Generative AI, will make it easier to find the content that is the most relevant to viewers.To power this experience, Prime Video uses Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications with foundational models, to generate personalized recommendations for customers.In addition to recommendations, viewers can browse content by taste and other categories such as “Top 10 in India”. It will be easier to see what is included with a Prime membership and what viewers may need to pay extra for. Prime and add-on subscription logos, like Lionsgate Play or Crunchyroll, will appear on the hero and title cards of a movie or TV show to help inform viewers about which subscription the content is coming from. If a title requires additional payment, a yellow shopping bag will be visible.Prime Video will also be utilizing Large Language Models (LLMs) to simplify the synopses for TV Shows and Movies, so viewers can quickly glance at a title description, rather than having to scroll to decide if it is something they would want to watch.
- Simple, Intuitive and Frictionless Streaming:
New animations, smooth page transitions and zoom effects are a few of the enhancements for a frictionless and enjoyable streaming experience for the viewers.
When using a living room device, video content will play on the hero rotator as viewers determine what to watch, creating an immersive browsing experience. And on the “Live TV” destination, recommended 24/7 stations will automatically start playing. They will continue to do so as viewers transition into full screen playback, or exit to browse other stations. Prime Video has optimized the experience across all devices, including older models.
“These updates are just the start. At Prime Video, we always innovate on behalf of our customers and will continue to improve the user experience so customers can seamlessly navigate and discover content they’ll love across our vast entertainment destination,” the platform said.
Prime Video offers a large collection of premium programming in a single application across thousands of device types. Viewers can explore a vast array of titles on Prime Video including their favorite Indian and international original series, movies, TV shows, and more, across multiple languages – including Indian-produced Original series like Mirzapur, Farzi, Panchayat, The Family Man, Dhootha, Jubilee, Dahaad, Made in Heaven, Suzhal – The Vortex, Inspector Rishi, Poacher, Indian Police Force, Paatal Lok, Rainbow Rishta, Wedding.con.
The Original movies on Prime Video includes shows like: Maja Ma, Ammu, Mast Mein Rehne Ka; popular global Originals like Citadel, The Lord of The Rings: The Rings of Power, Fallout, Reacher, The Boys, The Wheel of Time, Road House, The Idea of You. there are some of the biggest post-theatrical films and direct-to-service films such as Shershaah, Soorarai Pottru, Sardar Udham, Bawaal, Gehraiyaan, Jai Bhim, Jalsa, Sherni, Narappa, Sarpatta Parambarai, Kuruthi, Joji, Malik, Pippa, #HOME, Sharmajee Ki Beti, and more.
“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, Vice President of Design at Prime Video. “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, as well as sign-up to or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
