Amazon Prime Video gets new AI features, revamped design to enhance user experience

Amazon Prime Video

Amazon has announced new updates for its streaming platform Prime Video with new artificial intelligence (AI) features and revamped user interface. The streaming giant says that this new interface will make it easier for its users or subscribers to find movies, TV shows, live sports, and other type of video content.

It will also let users manage and sign up for add-on subscriptions, and navigate across the app more easily. The video streaming platform has also brought a new navigation bar that lets users navigate by content type and manage the subscription plans directly from there.

In a new blog, Kam Keshmiri, Vice President of Design at Prime Video added “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 favourites, 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."

The new navigation bar categorises content into Home, Movies, TV Shows, Sports, and Live TV, making it easier to find what you're looking for. Additionally, the updated Prime Video offers personalised recommendations based on your viewing history and preferences.

Prime Video has also clearly differentiated between what is included in paid membership and what video or movie will require extra payment. If a movie or a show appears with a yellow bag icon, the user has to pay extra for it, meaning it’s only available for rent.

The improvements also include new animations, transitions, and zoom effects. Below the navigation bar, there’s a new hero rotator showcasing content available to watch with a subscription, rent, or for buying.