Prime Video redesigns interface with new navigation and top 10 features

As Prime Day winds down for another year, the more than 150 million Prime Video customers can look forward to another event – but this one is all about streaming. Amazon announced on Monday that it is giving First video a makeover, intended to make streaming more streamlined.

The streaming serviceThe revamp of is rolling out this week for Fire TV and Android devices. The update includes search improvements, including highlighting Amazon-branded titles and differentiating between included titles and those that are for rent or purchase. New labeling, new sections, and new visuals will go into effect for all users over the summer, Amazon says.

Helena Cerna, director of product management at Prime Video, told CNET the team spent about 18 months working on the redesign. Cerna explained that with new content such as Lord of the Rings: Rings of Power and more live sports programming on the horizon, Amazon wanted to roll out this feature set “as quickly as possible.” Prime Video is included with Prime subscriptions, but can be purchased as a standalone subscription for $9 per month.

The new interface

One of the most notable additions to the new layout is the Top 10 carousel. On the homepage, Prime Video lists the best TV shows and movies from your country, whether it’s a Amazon Original movie or licensed movie like Gucci House. You can explore this line and click on any title to view trailers, start streaming, or buy or rent a show or movie. Switch to the Store tab and another range of Top 10 highlights the app’s most popular channels, with options for you to purchase a subscription.

main video screen showing Chris Pratt in The Terminal List and top 10 tracks

Prime Video now includes top 10 carousels in the app.

Amazon Prime Video

Visual highlights include enlarged graphics for TV shows and movie previews and cinematic trailers. You will also find quick access to content such as live sports. A new side navigation bar contains tabs for the main functions of Prime Video: Live TV, Store, Find, Free with Ads, My Stuff and the home screen. To simplify finding content, clicking the Home icon opens a submenu that helps you navigate to TV shows, movies, or sports.

Although the Continue Watching line already exists in Prime Video, it hasn’t been highlighted at the top of the home screen. Now you’ll notice it’s the first row of the page and features Amazon Originals as well as movies and TV shows you watch from third-party subscriptions like Showtime.

Meanwhile, in the Keep Watching section, Prime Video is backing up its super carousel by showcasing posters for Amazon Original titles and exclusive Prime content. Scroll down this clickable row to see expanded images and information about your selection, such as ratings.

Main video menu screen with TV show posters and buttons for AMC plus, Prime and Paramount Plus

One-click access to your Prime Video subscriptions is a new shortcut.

First video

A My Subscriptions line organizes your Main channels or add-ons in a centralized location. Clicking on the brand’s logo allows you to access its videos or sign up for a new subscription to services like Starz or Paramount Plus. Additionally, a gold shopping bag icon identifies add-on channels that can be purchased in this section.

Throughout the app, a gold font is used to denote TV shows, movies, or subscriptions available for rental, purchase, or purchase with a free trial. In contrast, blue specifies what programming is already included with Prime or a paid subscription provider such as Discovery More. While the color assignments aren’t new, the golden shopping bag symbol is one of the recent redesign features meant to make it easier to distinguish between what’s included and what’s not.

In terms of smoother browsing, the addition of the Live TV hub serves as an integrated one-stop-shop for all live shows on Prime and your paid subscriptions. The page has a guide to all live streaming channels, a line for upcoming events like concerts or the NFL Thursday Night Footballstations you’ve recently watched and live titles currently playing with any subscription, like AMC Plus.

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