For many Prime Video users, this will be like a breath of fresh air: Amazon is launching a significant overhaul to the streaming service’s interface, with a modern look and feel, dynamic visuals, a new live TV hub, improved search and more.
The upgrade, which will begin rolling out this week, is the streaming service’s most significant change in nearly a decade. The new design promises to make it easier to find and watch content on Prime Video. It also aims to address what Prime Video members have been frustrated with for years: being able to quickly and easily tell which programming is included as part of a subscription service — and which are available for purchase.
The upgraded Prime Video user interface incorporates new visual cues to clearly indicate which videos are included for you (signified by a blue check-mark icon) and which are available to rent, buy or subscribe to (signified with a gold-colored, shopping-bag icon). And near the top of the Home screen within the My Subscriptions row, you can now access all videos included with your Prime membership — with only a single click.
“We certainly wanted customers to understand the breadth of content available to them, with a clear ingress and being able to know which titles cost extra,” said Helena Cerna, global director of product management for Prime Video.
Amazon has been developing the new UI for about 18 months. The new Prime Video interface is launching starting this week on connected TV devices like Fire TV, Roku devices, Apple TV 4K boxes and the Android app, and it will be deployed to all Prime Video customers worldwide throughout the summer. After that, Amazon will bring the new UI to Apple’s iOS devices and its website.
Prime Video’s My Subscriptions page
