Prime Video, the subscription streaming service from Amazon that offers what the company says is a massive library of movies, series, sports, and original content (e.g., The Boys), is now more user-friendly than ever, according to a new blog post from the company that explains how several new improvements to the service’s user experience are beginning to roll out globally today, including those that will help customers seamlessly navigate its content and quickly find something to watch. Highlights include a new navigation bar, which makes finding content easier with new purpose-built destinations, as well as more personalized and tailored recommendations that Amazon says are powered by generative AI.
The updates include:
- “Content-forward navigation bar and single-click access to titles with the hero rotator: A new Prime destination [is] available in the navigation bar, which allows you to browse movies, TV shows, sports and linear broadcasts available at no additional cost with a Prime membership.”
- “Explore, sign-up and manage add-on subscriptions: You can now browse, sign-up and manage your active add-on subscriptions directly from the navigation bar.”
- “Improved recommendations and clarity around the content that’s included with a Prime membership: improvements to personalization features, which were created with the assistance of Generative AI, will make it easier to find the content that is the most relevant to you.”
- “Simple and intuitive streaming experience: New animations, smooth page transitions and zoom effects are a few of the enhancements for a frictionless and enjoyable streaming experience you can look forward to.”
Amazon echoing the news on X, which includes a look at the new navigation bar:
🆕 🎞️ Just in: @PrimeVideo, your one-stop entertainment destination, is updating its user experience, making it easier to find movies, TV shows, and live sports, manage subscriptions, and seamlessly navigate across the platform’s vast entertainment… pic.twitter.com/C07wUTtyi3
— Amazon News (@amazonnews) July 23, 2024
Amazon on how it’s using AI to improve Prime Video:
Personalized recommendations have always been essential to the Prime Video experience. However, improvements to personalization features, which were created with the assistance of Generative AI, will make it easier to find the content that is the most relevant to you.
For example, you’ll notice “Made for You” collections within the “Movies“ and ”TV Shows” destinations. Rather than showing content from specific add-on subscriptions and different purchase options, Prime Video will simplify things by grouping titles tailored to your interests.
To power this experience, Prime Video uses Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications with foundational models, to generate personalized recommendations for customers.