Prime Video Updates User Experience, Saying Its New Look Will Help Customers “Quickly Find Something To Watch”

deadline.com:

Prime Video is rolling out a global update of its user interface today, with the aim of improving the long-fraught process of finding series and movie titles as well as subscription services.

In a blog post, the Amazon division said its new look will help customers “seamlessly navigate” the platform and “quickly find something to watch.” That task is particularly challenging for Prime Video, which is offering not only a growing roster of originals like The Lord of the Rings: Rings of Power, but also marquee programming via third-party subscription services.

Quite a lot is contained in the offering, in other words, but it isn’t always easy to discover. “We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, VP 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 favorites, as well as sign-up or switch add-on subscriptions with just a few clicks.” The blog post said the company’s goal in updating the user interface was to balance offerings available at no charge with a Prime subscription as well as subscription offerings of interest to subscribers.

With more personalized recommendations powered by generative AI, customers will be shown content more tailored to their individual preferences. “We’re making it easier to quickly identify movies and series that are available at no additional cost to your Prime membership, find new blockbusters to rent or buy, and add and manage add-on subscriptions,” the blog post said.