Amazon Prime Video Unveils Global Redesign with New Features and Generative AI Recommendations
Amazon Prime Video Unveils Global Redesign with Generative AI-Powered Features
On July 23, Amazon announced a major redesign of its popular streaming platform, Prime Video, aimed at enhancing user experience and making content discovery easier than ever. The update includes a host of new features and improvements, with some leveraging generative AI technology to provide personalized recommendations to users.
Kam Keshmiri, vice president of Design at Amazon Prime Video, emphasized that the new user experience will offer a streamlined interface for users to explore new titles, enjoy their favorites, and manage add-on subscriptions with ease, all under a single login. These enhancements will be rolled out globally across all devices, including older models, in the coming weeks.
Generative AI technology will play a key role in delivering personalized content recommendations based on individual user preferences. The use of Large Language Models (LLMs) will simplify movie and TV show descriptions, making it easier for users to decide what to watch. Amazon is utilizing Amazon Bedrock, developed by Amazon Web Services (AWS), to power these generative AI applications.
One of the notable design changes includes an upgraded content navigation bar featuring a prominent blue Prime button, allowing users to manage add-on subscriptions to other streaming services like Paramount+ and Lionsgate Play. In India, users can explore over 20 add-on subscriptions by selecting the ‘Subscriptions’ option, which also provides access to viewing history, rented titles, and subscription deals from third-party providers.
By clicking the Prime button, users can browse through a selection of movies and TV shows available at no extra cost. Promotions for Prime member deals will be showcased in the hero rotator, making it easy for users to start watching their favorite titles with a simple click of ‘Watch Now.’
Furthermore, Prime Video will highlight popular titles under banners like ‘Top 10 in India,’ with a yellow shopping bag icon indicating titles that require additional payment to watch. These design changes are aimed at making the Prime Video experience more intuitive and user-friendly for viewers.
Overall, Amazon’s global redesign of Prime Video promises to revolutionize the way users interact with the platform, offering a more personalized and seamless streaming experience for audiences worldwide.
