Amazon Prime Video gets new look with generative AI improvements

With these new design changes, Amazon Prime Video said it wants users to spend less time scrolling and more time watching.

The new "Prime" destination on Prime Video for Amazon Prime members. (Image Credit: Amazon Prime Video)

Amazon on Tuesday, July 23, said that its streaming platform Prime Video has undergone a redesign so that users can find what they want to watch more quickly and easily. In order to make this possible, the tech giant announced a host of new features and improvements to the OTT platform, some of which leverage generative AI.

“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,” said Kam Keshmiri, vice president of Design at Amazon Prime Video.

The new design changes are being rolled out globally and will become available to all users in the coming weeks. The improvements in user experience will also show up across all devices, including older models, the company said.

What are the generative AI changes coming to Prime Video?

Amazon Prime Video is using generative AI to show users more personalised recommendations for which movie or TV show they should watch. These content recommendations will be tailored to a user’s individual preferences.

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Additionally, the brief descriptions or synopses that appear below the title of a movie or TV show will be simplified using Large Language Models (LLMs). The company said that it is tapping Amazon Bedrock, which has been developed by Amazon Web Services (AWS) to provide foundational models for generative AI apps.

How is Prime Video changing its look?

As part of its new setup, Prime Video is upgrading the design of its content navigation bar which will now feature a bright blue Prime button along with an option for users to manage their add-on subscriptions to other streaming services like Paramount+ and Lionsgate Play.

“In India, you can explore more than 20 add-on subscriptions by selecting ‘Subscriptions’,” Amazon said. Tapping the ‘Subscriptions’ option will also let users browse viewing history, what titles they have previously rented, and subscription deals from various third-party streaming providers.

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Clicking on the Prime button will let users browse movies and TV shows that can be viewed without paying extra. Along with other content, promotions for Prime member deals will also start appearing in the hero rotator which occupies most of the screen. Users can also start playing any titles by directly pressing ‘Watch Now’.

Prime Video will also grouping and showcasing titles under banners such as ‘Top 10 in India’. A yellow shopping bag next to the title of a movie or TV show means that you have to pay extra to watch it.

The streaming platform said that it has made page transitions smoother, improved zoom effects, and introduced new animations. If you’re watching Prime Video on the TV in your living room, then the video content on the hero rotator will start playing as you decide what to watch.