Amazon Rolls Out a Redesigned Prime Video Experience
Amazon Prime Video has undergone a redesign to make it easier "for customers to find the content they love."
Starting this week and rolling out through August worldwide, Prime Video customers using Fire TV or the Android app can browse movies, TV shows, sports, premium channels, and purchases via a simplified navigation menu, relocated from the top of the screen to the left side. Unfortunately, Amazon is going to keep iOS and web users waiting a little longer for the same experience.
As part of the new design, six icons denote primary pages (Home, Store, Find, Live TV, Free with Ads, My Stuff), with sub-navigation options to peruse by content or offer type. For example, movies or sports on the Home page, and Channels or Rent/Buy on the Store page.
Taking a page from rival Netflix's book, Prime Video now features carousels of videos, images, and information—like a Top 10 Chart showcasing popular and trending content "in a highly visual and easily navigable manner," according to a company blog announcement(Opens in a new window). So-called "super carousels," meanwhile, use large, poster-style artwork to highlight Amazon Originals, Exclusives, and Prime Video Cinema offerings.
Perhaps most exciting, though, are the new design features that better differentiate between what content is included in a Prime subscription and what you need to pay extra for. Amazon is launching "new visual cues," like a blue checkmark to indicate which videos are free with membership, and a shopping bag icon marking those available to rent, buy, or subscribe to.
Users can also visit Home > My Subscriptions to access all videos included with a Prime membership. And look for those visual cues on the Find page, where search suggestions are shown
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