Amazon Rolling Out Updated Prime Video User Interface App

Starting this week, Amazon Prime Video is rolling out a new, redesigned user interface within the app on connected living room devices, including Fire TV, as well as on the Android app. The new look will be available to all Prime Video customers worldwide this summer, with iOS and Web to follow. 

The main navigation menu is being simplified, enabling users to more easily browse movies, TV shows, sports, and premium channels. For living room apps, the new navigation menu has been relocated to the side of the screen for improved access. The app will launch with six primary pages: Home, Store, Find, Live TV, Free with Ads, and My Stuff. Users will also have sub-navigation options to more easily browse by content or offer type, e.g., “Movies” or “TV shows” or “Sports” on Home and “Channels” or “Rent or Buy” on Store. 

With the arrival of “NFL Thursday Night Football” this fall, Amazon is making the game easier to find for the average consumer. Amazon Home devices will contain a “Sports” sub-navigation menu. Also, the new Live TV page functions as a hub for streaming stations, including live sports and events. The content is presented in a user-friendly program guide so customers can easily view everything that is currently on-air and find out when future programming will begin.

The “Sports” menu boasts a cinematic experience with dedicated carousels to showcase the leagues and teams of interest to each viewer. The page will also feature sports documentaries and additional content, like replays and popular sports videos to keep you engaged with your favorite teams. 

In addition to “Thursday Night Football,” Prime members can access live sports through subscriptions on Paramount+ or MLB.TV 

The updated Prime Video app comes with new carousels that not only present videos with richer and more cinematic imagery, but also enable users to more quickly find something to stream. For example, the “Top 10 Chart” showcases popular and trending content on Prime Video. The “Super Carousel,” with its larger, poster-style artwork, allows featured titles, such as Amazon Originals and Exclusives and Prime Video Cinema, to stand out against all other titles.   

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The app’s new design features make it easier for customers to tell what content is included with their Prime membership vs. what is available for purchase. It employ new visual cues to clearly indicate which videos are included for the user (marked with a blue checkmark icon) and which are available to rent, buy, or subscribe (marked with a shopping bag icon). And, near the top of Home within the “My Subscriptions” row, you can access all videos included with your Prime membership with only a single click.  

The redesigned “Find” page simplifies the search experience giving you the option to search for a specific title or explore different genres and collections. Search suggestions are shown live as you type, and users can filter results by genre or 4K UHD.


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