Prime Video says it is “bringing clarity and simplicity back to streaming” with improvements to its user experience that will begin to roll out globally with immediate effect, and will become available to all customers in the coming weeks.
Prime Video enhances streaming experience
July 23, 2024
By Nik Roseveare

Updates will enable users to be able to navigate across entertainment with extra ease. With more personalised recommendations powered by generative AI, viewers can discover content that is tailored to their individual preferences, allowing them to spend more time watching and less time browsing. Prime Video is also making it easier to quickly identify movies and series that are available at no additional cost to the Prime membership, find new blockbusters to rent or buy, and add and manage add-on subscriptions.
“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. Best of all, they can do this while using a single login.”
1. Content-forward navigation bar and single-click access to titles with the hero rotator
A new ‘Prime’ destination will also be available in the navigation bar, which allows users to browse movies, TV shows, sports and linear broadcasts available at no additional cost with a Prime membership. Here, users can also find information about other Prime benefits available in their country, such as shopping incentives.
2. Explore, sign-up and manage add-on subscriptions
3. Improved recommendations and clarity around the content included with Prime membership
Improvements to personalisation features, which were created with the assistance of Generative AI, will make it easier to find content that is most relevant to individual users.
Viewers can find ‘Made for You’ collections within the Movies and TV Shows destinations. Rather than showing content from specific add-on subscriptions and different purchase options, Prime Video will simplify things by grouping titles tailored to specific interests.
4. Simple and intuitive streaming experience
When using a living room device, video content will play on the hero rotator as viewers 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 users transition into full screen playback, or exit out to browse other stations. Prime Video has optimised the experience across all devices, including older models.