Amazon Prime Video Redesign Will Make it Easier to Access Prime Content

Amazon Prime Video is getting a redesigned UI that will make it easier to access content that’s available with a Prime subscription. A new top navigation bar will have dedicated tabs for Prime Video content and active add-on subscriptions such as Paramount+, Max, or Crunchyroll.

“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 or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”

The new top-navigation bar on Amazon Prime Video will have purpose-built tabs including Movies, TV Shows, Sports, and Live TV. Tabs like Movie and TV shows will now provide better content recommendations with AI-powered “Made for you” collections tailored to users’ interests. Users will also find other categories such as “Trending Shows,” and the app will display clear subscription logos on hero and title cards to help users where that content is coming from.

Amazon is also using generative AI technology to provide simpler summaries for TV shows and movies available on the platform. The redesign will also introduce new animations and page transitions to make navigation smoother.

This redesigned Prime Video experience starts rolling out today and it will become available to all users in the coming weeks. The company said that these updates “are just the start” and that it will continue to listen to feedback from its users.