Prime Video is launching an upgraded user experience, making it even easier to find and watch your favourite content - from exciting new series and films, to your favourites across a vast catalogue from Prime Video and partners.
With more personalised recommendations powered by generative AI, you can discover content that is tailored to your individual preferences, allowing you to spend more time watching and less time browsing. Plus, 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.
Prime Video offers a large collection of premium programming in a single application across thousands of device types. You can explore a vast array of titles on Prime Video including UK produced Originals such as Clarkson’s Farm, The Rig, The Devil’s Hour, Wilderness, BAFTA-winning Jungle, Good Omens, The Grand Tour, All or Nothing: Arsenal and Bond inspired adventure series 007: Road to a Million. Global Amazon MGM Studios produced series like The Lord of The Rings: The Rings of Power, The Boys, Gen V, Reacher, and Tom Clancy’s Jack Ryan; as well as exclusive TV shows like Nine Perfect Strangers, and The Continental: From The World of John Wick; movies like Road House and The Idea of You and BAFTA-nominated Saltburn.
Acclaimed sports documentaries including Federer, as well as live sport including live coverage of Premier League football matches; programming from Prime Video add-on subscriptions like discovery+ and discovery+ Premium (incl. TNT Sports), Paramount+, hayu, STARZPLAY and more and the latest blockbusters fresh from cinemas to rent or buy.
Here are the updates coming to the Prime Video user experience.
Content-forward navigation bar & single-click access to titles with the hero rotator
When launching Prime Video, you’ll 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 BFI Player or Paramount+, allowing you to navigate by content type.
A new “Prime” destination will also be available in the navigation bar, which allows you to browse movies, TV shows, sports and linear broadcasts available at no additional cost with a Prime membership. Here, you can also find information about other Prime benefits available in your country, such as exclusive deals and benefits.
Just below the navigation bar, the hero rotator will showcase content you can watch with a subscription, rent or buy, as well as a range of promotions including Prime member deals and subscription bundles. Plus, you can directly play, purchase or subscribe to watch, making it easier to start watching the titles you love.
Explore, sign-up and manage add-on subscription channels
You can now browse, sign-up and manage your active add-on subscriptions directly from the navigation bar. In the UK, you can explore various add-on channels by selecting “Stores” and then “Channels” from the drop-down list. 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 channels destination will display deals and discounted bundles of subscriptions from third-party services, all in one place.
Improved recommendations and clarity around the content that’s included with a Prime membership
Personalised recommendations have always been essential to the Prime Video experience. Now, improvements to Prime Video’s personalisation features, created with help from Generative AI, will make it easier to find the content that is the most relevant to you.
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.
In addition to recommendations, you can browse content by taste and other categories such as “Top 10 in the UK” or “Trending Shows.” And now, it will be easier than ever to see what is included with a Prime membership and what you may need to pay extra for. Prime and add-on subscription logos, like Paramount+ or Crunchyroll, will appear on the hero and title cards of a movie or TV show to help inform you about which subscription the content is coming from. If a title requires additional payment, a yellow shopping bag will be visible.
Plus, Prime Video is utilising Large Language Models (LLMs) to simplify the synopses for TV Shows and Movies, so you can quickly glance at a title description, rather than having to scroll to decide if it is something you’d want to watch.
Simple, intuitive and frictionless streaming
New animations, smooth page transitions and zoom effects are a few of the enhancements for a frictionless and enjoyable streaming experience you can look forward to.
When using a living room device, video content will play on the hero rotator as you determine what to watch, creating an immersive browsing experience. And on the “Live TV” destination, recommended 24/7 stations will automatically start playing. They will continue to do so as you transition into full screen playback, or exit out to browse other stations.
Prime Video has optimised the experience across all devices, including older models, so everyone can enjoy.
All these updates are just the start. At Prime Video, we always innovate on behalf of our customers and will continue to improve the user experience so customers can seamlessly navigate and discover content they’ll love across our vast entertainment destination.
Next, discover everything you need to know about Prime Video.
