Prime Video receives a long-awaited update with improved user interface, including a new content bar and AI-powered recommendations.

Amazon Prime Video, known for its wide range of original content such as Fallout, The Boys, and Rings of Power, has previously been criticized for its cluttered and confusing layout compared to competitors like Netflix. However, the company is now introducing a new UI that aims to provide a more intuitive and streamlined streaming experience.

Prime Video’s redesign starts with a streamlined navigation bar that should make it easier to navigate. The bar on the left contains the general categories Home, Movies, TV Shows, Sports and Live TV. Immediately to the right, the navigation bar continues with a separate tab for the content included with your Prime membership, followed by sections for additional subscriptions such as Max, Paramount+, Crunchyroll, and more. There’s a separate section for adding new orders – from Amazon’s 100+ options – right from the bar.

Meanwhile, a new “hero rotator” below the bar drills down to highlight the content available in each selected section of the bar. It looks similar to competing services, which doesn’t sound like a big deal on paper, but should be a welcome change for anyone who’s ever struggled with the confusing old Prime Video interface.

Unsurprisingly, Amazon adds personalized AI-generated recommendations (“Made for you”) as you navigate the Movies and TV Shows sections of the bar. Using the company’s Bedrock AI model, machine learning recommendations provide content suggestions based on your viewing history and preferences.

Artificial intelligence also produces new programs and movies. Amazon says the change makes them faster to browse, preventing you from scrolling around to find out more about a particular piece of content.

Finally, Amazon says the interface features new animations, faster page scrolling, and zoom effects to make the experience “more frictionless.” Living room devices automatically play video content on a hero rotator as you scroll around (like Netflix and other competitors). If you go to the Live TV tab, the recommended stations will also play independently until you select something that catches your attention.

The user interface update starts on Tuesday. You can read more in Amazon’s announcement.