The changes affect both the browser version of the website and the mobile and Smart TV apps – including Android TV and Google TV devices. The platform logo on the desktop of these devices has been updated. The Prime Video name is now written in white font instead of black. After launching the app, a brief introduction appears with Amazon’s signature “arrow.” Recently, Disney+ decided to introduce a similar element with a beep.
Easier to find content included in the package price
In the case of Amazon’s service, the main menu has also been modified. Now there are categories: Home Page, Movies, Series, Prime and Subscriptions. The productions included in the main package are also marked with the Prime logo (in Poland it is PLN 49 per year or PLN 10.99 per month). Thanks to this movement, you will be able to easily find content that you don’t have to pay extra for.
Productions that require the purchase of an additional package (e.g. MGM, Film Total, OUT tv, History Play, Crime+Investigation Play, Dobre bo polskie, Hayu, FilmBox, Pash) can be found in the Subscriptions catalog. Content available for rent or purchase can be found in the Home, Movies and TV Shows folders, but are not accompanied by the Prime logo. On mobile devices, the same menu is located at the bottom of the app. Amazon introduced the previous interface changes two years ago.
What is the philosophy behind the changes?
The platform has been redesigned to make it easier for users to use. It also aims to enhance Prime Video’s image as a content aggregator from a variety of providers. SkyShowtime will soon be available in Poland through this platform. – The new interface is intended to emphasize that we want to be a place where there is a lot of streaming content that users love. It is an implementation of the idea of a platform that combines multiple subscriptions, an aggregated entertainment center – Kam Keshmiri, vice president of design at Prime Video, told cnet.com.
Amazon has taken into account the growing frustration of streaming service users due to long waits for desired content. Recommendations are nothing new on Prime Video, but now they have used AI to find the right productions for a specific user. Recommendations based on artificial intelligence should be displayed, for example, under the description “Made for you”.
Amazon says the new interface is as simple as its subscribers expect. “We always listen to our customers and take their feedback seriously. Many of them are looking for more intuitive streaming services,” Keshmiri added. In June, Netflix also began rolling out an updated app. The streaming giant also wants to make it easier to navigate the platform’s interface.
