Prime Video is improving its navigation with new interface upgrades to make streaming easier and simpler. The global rollout of these changes started on Tuesday and will continue over the next few weeks. The last major update was in 2022, which introduced new navigation features and a Top 10 list.
The main goal of this redesign is to make the platform easier to use. The update will be available on smart TVs, Fire TV, Roku, Apple TV, and both Apple and Android devices. New features include better content navigation and search, AI-powered viewing recommendations, and the ability to use one login for all Prime content. This includes add-on subscriptions like Max and content available for rent or purchase.
Amazon took about 18 months to complete the Prime Video interface overhaul. At a first look event, Amazon Studios’ Keshmiri talked with CNET about the key details for audiences.
One Login for All Your Subscriptions
A big highlight of this update is Prime Video’s single login access. If you’re subscribed to Max and Starz via Prime Video channels, you only need one click to open these apps—no more separate credentials. Prime Video aims to remove frustrating hurdles and give you a smooth path to your shows and movies.
You’ll also be able to browse titles and manage subscriptions through the redesigned navigation bar. People in the US will have access to over 100 add-on subscriptions through the “Subscriptions” button, along with deals and bundles.
“This is something customers are frustrated with,” Keshmiri said. “I have 10 subscriptions. I like having one set of algorithms and recommendation systems that understand the full entertainment experience. That’s what we’re focused on and what’s exciting about being a destination for all aggregated content and partners.”
Navigation Upgrades and Sports Hub
Prime Video’s navigation bar already has “Home,” “Movies,” “TV Shows,” and “Live TV” options. Now, sports gets its own button, along with new placements for active add-on subscription channels. The sports button at the top of the screen provides easy access to Thursday Night Football, WNBA, women’s soccer, and more on-demand games.
“We now have a dedicated place to watch live sports and on-demand sports content,” Keshmiri added. “You’ll see more leagues, sports, and related content over time, building an ecosystem of sports fandom through the top navigation.”
Prime Video is also improving how you find everything in the app. Enhanced organization helps viewers see what content is included with Prime and which titles have a price tag. Logos on each title card make Prime content easily distinguishable from subscription content from platforms like Starz or Crunchyroll. Look for the yellow shopping bag icon to identify TV shows and movies available for rent or purchase.
Another new feature is a rotating graphic on the home screen, showing a selection of favorite titles to watch on Prime Video.
AI-Improved Recommendations
Personalized viewing recommendations aren’t new to Prime Video, but now the company is using AI to upgrade your unique viewing experience. Within the “Movies” and “TV Shows” tabs, content collections like “Made for You” will include titles tailored specifically to your interests.
Content will now be broken down by category and specific tastes, making the viewing experience unique for each user profile. Collections like “Trending Shows” and “Top 10 in the US” will be regularly updated and easy to find.
An Intuitive Streaming Experience
From afar, this new Prime Video experience may look similar to the one you’ve been using. It’s not. Intricate animations, page transitions, and zoom effects create “a fluid and seamless experience,” said Keshmiri.
A hero rotator graphic will now feature content recommendations, adding an immersive quality to your viewing session. The “Live TV” option will automatically start playing 24/7 channels, continuing even if you exit full screen mode.
“I’m proud of the artwork and the quality of the expression,” added Keshmiri. “Instead of being crowded with text and noise, we’re focusing on beautiful storytelling, content, and creators’ intent, bringing it all together effortlessly.”
Prime Video is included with Prime memberships, but you can also sign up for a standalone subscription starting at $9 per month to stream with ads. Check out our other coverage on streaming services, including how to go ad-free.
