Prime Video gets a major UI overhaul with a new content bar and AI recommendations

For all its stacked selection of original content, like He falls, Boys And Rings of powerPrime Video’s design has historically been cluttered, confusing, and unintuitive — especially compared to competitors like Netflix. That’s changing today as Amazon has begun rolling out a new Prime Video user interface that, in the company’s words, brings “clarity and simplicity back to streaming.”

The Prime Video redesign starts with a streamlined navigation bar that should make it easier to find your way. On the left, the bar includes the general categories Home, Movies, TV Shows, Sports, and Live TV. Immediately to the right, the navigation bar continues with a dedicated tab for content included with your Prime membership, followed by sections for additional subscriptions like Max, Paramount+, Crunchyroll, and more. There’s a separate section for adding new subscriptions — from Amazon’s 100+ options — directly from the bar.

Meanwhile, there’s a new “hero engine” at the bottom of the bar that scrolls down to highlight the content available within each specific bar section. 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 dealt with Prime Video’s confusing old UI.

It’s no surprise that Amazon is adding AI-generated personalized recommendations (“tailored for you”) when you navigate through the movie and TV sections of the bar. Using the company’s Bedrock AI model, machine learning recommendations will offer content advice based on your viewing history and preferences.

The AI ​​will also support summaries of new shows and movies. Amazon says this change will make browsing its summaries faster, preventing you from having to scroll to learn more about a particular piece of content.

Finally, Amazon says the UI has new animations, faster page transitions and zoom effects to make the experience more “smooth.” On living room devices, video content will autoplay on the main rotor as you browse (like Netflix and other competitors). If you head to the Live TV tab, recommended stations will also play on their own, continuing until you pick something to give your full attention.

The UI update starts rolling out Tuesday. You can read more on Amazon’s website Declaration of function.