Amazon Prime Video gets redesigned UI with content bar, AI recommendations

Amazon Prime Video is one of the most popular subscriptions in India, coming right after Netflix. However, the video streaming service wasn’t the one with one of the best-looking UI, but now, Amazon has updated it with a much-needed overhaul. Prime Video now has a UI that gets a fresh new content bar and the ability to add add-on subscriptions. Additionally, the platform now also shows you AI recommendations of shows and movies to let you search less and watch more shows that you might like.

Amazon Prime Video gets a fresh new design and AI recommendations

One of the notable changes in the new design includes a fresh navigation bar. The navigation bar on the top starts with Home, Movies, TV Shows, Sports, Live TV, and a dedicated Prime Video tab. It will show content bundled with the Prime membership. Following the Prime tab, there’s a button that lets you add your add-on subscription such as Max, Paramount, Crunchyroll, etc.

Apart from this, Prime Video now utilizes Large Language Models (LLMs) to offer synopses for TV shows and movies. Further, subscribers will now get personalised content recommendations with the assistance of generative AI. These recommendations will be in line with the preferences of each user.

Prime Video will also display content by categories and taste of the user. For instance, users will see “Top 10 in India” and other similar content suggestions or recommendations.

“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 favourites, 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,” he continued.

With this design overhaul, Amazon Prime Video gives a nip-and-tuck competition to Netflix, which already has a pretty intuitive design. The add-on option is great as it lets users watch their favourite shows from other platforms right on Prime.