• Source:JND
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Amazon has introduced UI updates for its video streaming service Prime Video to let users easily navigate across the interface and find things to watch. The simplified user experience has started rolling out for users and will be available to all subscribers in the coming weeks. The updates include generative AI personalised recommendations to save time while browsing content.

Here are more details about the changes to Prime Video UI.

Amazon Prime Video: UI Changes

New Navigation Bar: Prime Video users will see a new navigation bar with categories - Home, Movies, TV Shows, Live TV and Prime Video Channels at the top. The new 'Prime' button will allow users to access movies, TV shows that ship with the subscription. The rotator element below the navigation bar will display content users can rent, watch (by subscribing) and see promotions and Prime deals.

Manage Add-On Subscriptions: Users can now manage their add-on subscriptions from the navigation bar. You can browse or sign up for subscriptions from here. "In India, you can explore more than 20 add-on subscriptions by selecting 'Subscriptions'," Amazon said. Plus, This space will recommend new options based on rentals, viewing history and personalised preferences. It will also show subscription deals from third-party services.

Personalised Recommendations with AI: The company has improved the personalisation features with generative AI to let users explore content that is "most relevant" for them with personalised recommendations. The feature is powered by Amazon Bedrock, an Amazon Web Services (AWS) protocol. Beyond recommendations, users can "browse content by taste" and more categories such as 'Top 10 in India'.

Clear Content Bifurcation: Plus, the company is making it easier to differentiate between bundled and add-on content. Logos of Prime and add-on subscriptions will show up on the hero and title cards of movies and TV shows to inform you of the subscription the content is associated with. A yellow shopping bag will be displayed if additional payment is required.

A yellow shopping bag will be visible on titles that require additional payment. (Image:Amazon)

AI Synopses: The platform will use Large Language Models (LLMs) to simplify synopses for movies and TV shows to let users decide what to watch by glancing at the crisp title and description.

More UI Tweaks: Prime Video is introducing fresh animations, cleaner page transitions and zoom effects for a better streaming experience. The video content will play on the hero rotator as users continue to zero down on what to watch. On 'Live TV', the 24/7 stations will start playing automatically. The experience will be improved even on "older models".

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