Amazon Prime Video to undergo significant redesign: Streamlined navigation, AI recommendations, and additional features
Amazon Prime Video in India is rolling out a major update to its streaming platform, with the goal of making navigation easier and enhancing content discovery. The update, currently being implemented, is anticipated to be accessible to all users in the next few weeks. This revamp is a direct response to customer suggestions for a more user-friendly streaming experience.
Content forward navigation and new items
Prime Video’s home screen redesign brings a content-forward navigation bar with purpose-built items like “Home,” “Movies,” “TV Shows,” and “Live TV.” Additionally, a new “Prime” item has been added, showcasing content that is available at no additional cost with a Prime membership. The purpose of these changes is to help users quickly find the content they are looking for without excessive browsing.
The update fixes common issues for users by clearly identifying the content included in a Prime membership versus add-ons or rentals. This difference is intended to reduce confusion and improve user satisfaction. In addition, summaries of TV shows and movies have been simplified using Large Language Models (LLM) to provide quick and clear descriptions.
Improved recommendations and user interface
Personalized recommendations are enhanced using generative artificial intelligence powered by Amazon Bedrock. This technology provides tailored content suggestions to help users discover new shows and movies that match their interests. The platform’s updated user interface includes new animations, smooth page transitions and zoom effects that create a more interesting browsing experience. These improvements cover all devices, including older models, ensuring a seamless streaming experience for all customers.
Kam Keshmiri, Prime Video’s director of engineering, emphasized the customer-centric approach behind these changes: “Our improvements to the user experience provide customers with an easy-to-navigate entertainment destination.”
Amazon Prime Video’s latest update focuses on improving the user experience with a simplified navigation system, clearer content recognition, and advanced personalization. Prime Video aims to provide a more intuitive and enjoyable streaming experience to its users in India by leveraging customer feedback and leveraging advanced technologies such as generative artificial intelligence. The update will be rolled out globally and will reach all customers over the coming weeks.
