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Prime Video (finally) refreshing its design

A long overdue redesign is coming for very patient Prime Video customers.

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One of TV’s ugliest is getting a new look….

Prime Video is (finally) rolling out a new, redesigned experience within the Prime Video app on connected living room devices, including Fire TV, as well as on the Android app.

By mid-to-late August 2022, it will be available on these devices to all Prime Video customers worldwide, and iOS and Web later this year.

This info feels very US-skewing to me, but here it is…

1. A more user-friendly navigation menu
We are introducing a redesigned, simplified main navigation menu that is easily accessible from anywhere in the app. This helps customers browse our broad selection—including movies, TV shows, sports, and premium channels—and find what they’re looking for quickly and easily. Customers have an easy path to the titles included with Prime membership, such as The Marvelous Mrs. Maisel, The Boys, and the highly anticipated The Lord of the Rings: The Rings of Power. For our living room apps, the new navigation menu has been relocated to the side of the screen for improved access. The app will launch with six primary pages: Home, Store, Find, Live TV, Free with Ads, and My Stuff. Customers will also have sub-navigation options to more easily browse by content or offer type, e.g., “Movies” or “TV shows” on Home and “Channels” or “Rent or Buy” on Store.

2. An easy way to watch live and programmed sports
Sports programming—like the arrival of NFL Thursday Night Football this fall—is now easier to find. Home will contain a “Sports” sub-navigation menu. Also, the new Live TV page functions as a hub for streaming stations, including live sports and other events. The content is presented in a user-friendly program guide so customers can easily view everything that is currently on-air and find out when future programming will begin. The “Sports” menu boasts a cinematic experience with dedicated carousels to showcase the leagues and teams you are most interested in. The page will also feature sports documentaries and additional content, like replays and popular sports videos to keep you engaged with your favorite teams. You can watch Thursday Night Football exclusively on Prime Video, as well as a variety of sports content available with your Prime membership and through subscriptions such as Paramount+ or MLB.TV.

3. A faster way to find the shows you want
The new Prime Video app comes with new carousels that not only present videos with richer and more cinematic imagery, but also enable customers to quickly and efficiently find something to stream. For example, our “Top 10 Chart” taps into the social zeitgeist, showcasing popular and trending content on Prime Video in a highly visual and easily navigable manner. Our “Super Carousel,” with its larger, poster-style artwork, allows featured titles, such as Amazon Originals and Exclusives and Prime Video Cinema, to stand out against all other titles.

4. Clearly marked content
New design features make it easier for customers to tell what content is included with their Prime membership vs. what is available for purchase. We employ new visual cues to clearly indicate which videos are included for you (marked with a blue checkmark icon) and which are available to rent, buy, or subscribe (marked with a shopping bag icon). And, near the top of Home within the “My Subscriptions” row, you can access all videos included with your Prime membership with only a single click.

5. Immersive visuals
The new Prime Video experience presents content with rich, immersive imagery, thoughtful details, and a new color palette. Our new carousels also showcase titles in a way that makes the experience less busy and overwhelming for our customers.

9 Responses

    1. I think that Foxtel are attempting to follow the SKY TV box sales initiatives in the UK, offering numerous apps to value add a depreciating set top box market, I read their Sky Glass TV initiative is now getting significantly discounted, with cost free upgrades to 65” screens, which sounds good except the Glass TV itself doesn’t match some of the better mid range QLED products on the market in quality. Back to subject; I cant see Prime Video on Foxtel just yet due to commercial considerations, but who knows in the future.

  2. I’ve often forgiven the experience/design of the app because of the amazing subtitle features. Will be great when the app is uplifted — but would be jsut as great if others picked up the same subtitle features.

  3. I don’t suppose this means that Prime Video will start improving their app in other ways as well, such as getting the video format to look less black for those with lower resolution TV’s, so you don’t have to ramp the picture mode up to vivid, Prime could also improve the sound output for some of their original shows too, the choice of movies you don’t have to pay extra for to view is a bit low grade as well. Considering they money spent on Lord of the Rings, Prime Video need a complete spring clean of their whole app from top to bottom in my opinion.

  4. About time! The current iteration is so amateurish in design and functionality. Hopefully they consolidate seasons of shows on the home page with ‘X seasons’ displayed rather than a scattered breakdown of seasons across the page. They also need a skip intro function.

  6. “Customers will also have sub-navigation options to more easily browse by content or offer type, e.g., Movies or TV shows..”

    On that I really wish they’d add an extra couple with Australian Movies and Australian TV, as in they have ones for Binge Worthy TV, Documentaries, Classic Movies, Classic TV and etc., etc., so having that would be a good shortcut. They have a lot of Australian stuff on there, Documentaries included, it’s just often difficult to search for them, I’ve enjoyed a few like the Cosmic Psychos: Blokes You Can Trust Doco, but it’s by chance I found it there.

  7. Thank god ,it’s a slow as a wet week and FF and rewinding is painful ,good to see interface being updated ,those icons look like there from an Atari 2600.

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