Amazon Prime Video Revamps Streaming Experience With AI Recommendations, Simplified Navigation

Amazon Prime Video has announced it is launching a global update to enhance its streaming experience, focusing on simplicity and user-friendliness.

Amazon Prime Video has announced it is launching a global update to enhance its streaming experience, focusing on simplicity and user-friendliness. The rollout begins today, July 23, and will reach subscribers worldwide in the coming weeks. With this, the streaming platform aims to streamline navigation across its extensive content library.

Amazon Prime Video To Leverage AI

Leveraging advanced AI technology, Prime Video will offer more personalised recommendations, helping users find content that aligns with their individual tastes. This improvement is designed to reduce browsing time and increase viewing enjoyment. Additionally, the update will make it easier for subscribers to distinguish between content included in their Prime membership and titles available for rent or purchase. The new interface will also simplify the process of managing add-on subscriptions and discovering new premium content options. To power this experience, Prime Video uses Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications with foundational models, to generate personalized recommendations for customers.

What's New At Prime Video

When launching Prime Video, users will now notice a new navigation bar.

Here, you will see purpose-built destinations including "Home," "Movies," "TV Shows," "Sports," and "Live TV," as well as active add-on subscriptions, like Max or Paramount+, allowing you to navigate by content type.

You can now browse, sign-up and manage your active add-on subscriptions directly from the navigation bar. In the US, 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.

“We’re always listening to customers and reviewing feedback, and it's clear that many are in search of a more intuitive streaming experience,” Kam Keshmiri, Vice President of Design at Prime Video, said in a statement.

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