Amazon’s Prime Video is addressing a major issue with its interface by launching a redesigned user experience. The updated UI includes a new tab specifically for content that is included with your Prime Video subscription, ensuring no paid movies or series are mixed in.
The “Prime” tab can now be found in the main navigation bar at the top of the screen, replacing its previous position on the left side. In addition to this tab, users will see options for movies, TV shows, sports, and live TV, as well as tabs for other linked services like Max, Crunchyroll, and Paramount Plus. For those without any linked services, a “subscriptions” tab will display additional services available for sign-up.
This redesign, which is currently being rolled out, also incorporates AI to provide personalized recommendations in new “Made for you” collections on the movie and TV show tabs. Amazon claims these collections will feature titles tailored to your preferences, regardless of whether they are free with Prime.
While Prime Video will continue to display movies available for rent or purchase and TV series from non-subscribed services on its homepage, movie, and TV show tabs, the new format is significantly more organized. The Prime tab allows users to filter out content that is not included in their subscriptions.
“We’re always listening to our customers and reviewing their feedback, and it’s clear that many are looking for a more intuitive streaming experience,” said Kam Keshmiri, Prime Video’s vice president of design. Amazon isn’t alone in revamping its interface; Netflix has also announced it is testing a new homepage aimed at simplifying the streaming experience.
