Amazon is now in the process of rolling out a new Prime Video user experience. The updated experience is rolling out globally from today, with all Prime Video users expected to receive the update in the coming weeks.
A New Navigation Bar Is Coming
Most notably, the updated app will now include a new and improved horizontal navigation. Here, users will find filter options including Home, Movies, TV Shows, Sports, and Live TV. If a user also subscribes to other subscriptions through Prime Video, they can expect to find top-level filters for those subscriptions in the new menu as well.
This change is designed to make it easier and quicker to find content to watch. On this point, the new navigation bar will also include a Prime category filter that narrows down the content available to only videos that are available to watch for free with a Prime membership.
One of the main criticisms we often hear about the Prime Video app is that it surfaces too much content that requires an additional payment, whether a subscription or rental fee. It would seem that this new Prime filter will fix that particular user pain point to some degree.
Along with surfacing more content Prime members can watch for free, Amazon is also promising general improvements to recommendations, thanks to the increased use of generative AI. The Movies and TV Shows sections will also now include “Made for You” collections that bring together content based on the user’s viewing habits and interests.
Easier Subscription Discovery And Management
According to Amazon, the new navigation bar will also make it easier to find new services to sign up to, including deals and promotions, as well as making it easier to manage existing subscriptions.
“You can now browse, sign-up and manage your active add-on subscriptions directly from the navigation bar. In the U.S., you can explore more than 100 add-on subscriptions by selecting “Subscriptions.” Here, in addition to what you’re already signed up for, you can find new options that are uniquely recommended based on your preferences, previous rentals, and viewing history. Plus, the subscriptions destination will display deals and discounted bundles of subscriptions from third-party services, all in one place.”
In addition to all of the other improvements, Amazon also says the new Prime Video app will run more smoothly in general, thanks to enhancements including new animations, smoother page transitions, and zoom effects.
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