The interface is less cluttered than the previous Prime Video UI. “We wanted to make the experience more cinematic,” Cerna said. The overall goal, according to Amazon, was to enhance 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. After that, Amazon will bring the new UI to Apple’s iOS devices and its website. 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. “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.Īmazon has been developing the new UI for about 18 months. 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. 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). 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 new design promises to make it easier to find and watch content on Prime Video. The upgrade, which will begin rolling out this week, is the streaming service’s most significant change in nearly a decade. 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.
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