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Amazon has taken the wraps off its biggest redesign of its Prime Video service in two years.
The shake-up to the Netflix rival, which started to show adverts for the first time earlier this year — a controversial decision that prompted enraged users to kickstart a lawsuit against Amazon, was designed to solve one of the biggest complaints from subscribers.
It follows a similar shake-up from Netflix, which is testing an experimental new design for its subscribers that has led to a torrent of complaints.
Amazon has addressed a common complaint with its Netflix rival by offering specific tabs where you'll only find content included with a specific subscription, from its own Prime Video, to third-party options like Crunchyroll and Max (US-only)
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According to Amazon, the refreshed interface will make it easier to work out what's included with a Prime membership, and what you'll need to pay extra to watch. While Disney+, Paramount+, Netflix and other streamers will only surface television shows, documentaries, and films within their respective apps that are included as part of your monthly subscription fee ...Prime Video lets you rent and buy additional titles.
This means you're not simply restricted to the catalogue included for £8.99 per month. However, it can also lead to some confusion about whether you'll need to pay an extra charge to watch the show you're looking for.
To solve this common conundrum, Amazon has added a logo for Prime at the top of the main menu. Scroll to this new tab and you'll only find TV shows, documentaries, and movies included in your monthly subscription.
This dedicated Prime section also provides information about other benefits available in your country, such as exclusive deals and benefits, included as part of your £8.99 per month subscription.
Amazon will also add logos for add-on subscriptions, like Paramount+, MGM+, and discovery+, to name a few, that can live inside the Prime Video app. Known as Prime Video Channels, these subscriptions are charged to the payment details stored with Amazon — saving the need to create a new account and another password.
Away from these new walled-gardens, Amazon has added stronger visual cues to indicate whether you'll need to pay extra. A new yellow shopping bag icon will be visible on anything that carries an extra charge, while the blue Prime logo will accompany anything that's included as part of your monthly subscription.
The refreshed Prime Video will be available across a slew of devices, from Smart TVs, game consoles, Sky TV boxes, and dedicated streaming set-top boxes like Roku, Amazon's own Fire TV Sticks, and Apple TV
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"We’re always listening to customers and reviewing feedback, and it's clear that many are in search of a more intuitive streaming experience," explained 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 or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login."
Amazon says its improved Prime Video design will also leverage generative Artificial Intelligence (AI) to offer personalisation recommendations. For example, you’ll notice new Made for You collections within the Movies and TV Shows tabs.
Rather than showing content from specific add-on subscriptions and different purchase options, Prime Video will simplify things by grouping titles based on your interests, Amazon says.
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That's not the only use of AI throughout the new Prime Video experience, with Amazon relying on Large Language Models (LLMs) to generate simplified synopses for TV Shows and Movies.
Prime Video has a library of popular TV shows, documentaries, and blockbuster films — everything is available to watch in 4K Ultra HD picture quality, but you'll have to put up with a few ad breaks AMAZON PRESS OFFICE Wrapping up the improvements, the US shopping giant says to expect new animations, smoother transitions, and fun new zoom effects to create "a frictionless and enjoyable streaming experience".
When you launch the redesigned Prime Video on a living room device, like a Smart TV, Roku, or Apple TV, snippets and trailers will begin to play on the carousel at the top of the interface immediately, showcasing new content to watch.
The new Prime Video has been optimised for all devices, including older models, so you won't need the latest generation of Fire TV Stick or Roku to take advantage. However, you might need some patience.
Amazon has already started to roll out the new look to Prime Video viewers worldwide, but if previous upgrades are anything to go by, it'll take some time before it reaches every screen in the UK.
