Amazon Prime Video Interface Gets a Refreshing New Look

Amazon is rolling out a major redesign to its streaming service, Prime Video’s interface with a new look and feel, dynamic visuals, a new live TV hub, enhanced search options, and more. This upgrade is the platform’s most significant change in nearly a decade and will be rolled out this week. This new design aims to make it easier to look for and watch content on the app. Also, this new look addresses a feature that has been long asked for – the ability to quickly tell which programs are included in the subscription service and which are available for purchase.

The new interface comes with new visual signs to indicate which videos are part of your plan (with a blue check-mark icon) and which are available to rent, buy or subscribe to (comes with a gold-colored, shopping-bag icon). Also, near the top of the Home screen in the My Subscriptions row, a user can access all videos that are included with your Prime membership – with just one 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 interface for about 18 months. The upgraded UI will be launched 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.

According to Amazon, the overall goal was to improve the Prime Video UI to highlight the broad selection of content on the service and to make it easier for customers to find the content they love. “We wanted to make the experience more cinematic”, Cerna noted.

Unlike its previous versions, the new interface is less cluttered and features a simplified main navigation menu that is on the left side of the screen on connected-TV devices. The app will launch with six primary pages: Home, Store, Find, Live TV, Free With Ads (pointing to content on Amazon’s Freevee), and My Stuff. Customers will also have sub-navigation options to more easily browse by the content or offer type; for example, “Movies” or “TV shows” or “Sports” on Home and “Channels” or “Rent or Buy” on Store.