Amazon Prime Video is rolling out a new user interface designed to resolve its most persistent subscriber complaint: the blurry line between what is included with a Prime membership and what costs extra. The update — Prime Video's first major UI overhaul — began rolling out globally on July 23, 2024.
A Dedicated Prime Tab Ends the Guessing Game
The centerpiece of the redesign is a new top navigation bar with purpose-built destinations. The most significant addition is a Prime tab that displays only movies, TV shows, and sports available at no extra cost with a standard Prime subscription.
Sitting beside it is a Subscriptions tab that consolidates management of all add-on partner services. From there, subscribers can browse, sign up for, or cancel services such as Max, Paramount+, Starz, PBS, BBC, Shudder, MGM+, and Crunchyroll — all within a single login.
Clear Content Segregation Across the Home Screen
The home screen continues to surface a mix of content types — titles available for rent or purchase alongside subscription content — but the new layout makes it far easier to understand each title's source at a glance.
Every movie and TV show poster now carries a service logo indicating which platform it belongs to. If a title is included with Prime, that is clear immediately. If it requires an additional subscription, the logo tells you which one. Availability of partner services varies by region.
AI-Driven Recommendations and Trending Sections
The new Prime Video interface uses machine learning to surface personalised recommendations based on a user's viewing history, narrowing down suggestions from the platform's vast library. Synopses for movies and shows are now generated using Large Language Models (LLMs), giving the app more dynamic and contextually relevant descriptions.
For subscribers who prefer to follow the crowd, new Top 10 and Trending Shows tabs highlight the most-watched content by country. A Live TV section also offers access to 24/7 linear channels for viewers who still prefer a traditional broadcast experience.
What Prime Video's VP of Design Says
Kam Keshmiri, Vice President of Design at Prime Video, described the motivation behind the update:
> "We're always listening to customers and reviewing feedback, and it's clear that many are in search of a more intuitive streaming experience. Customers will be brought to a screen where they can find entertainment options along with the ability to sign up or switch add-on subscriptions with a few clicks — all with a single login."
The redesign marks a meaningful step toward making Prime Video's layered content model more transparent, and positions the platform to compete more directly with the cleaner navigation experiences offered by rivals such as Netflix and Disney+.
