Put plainly, Prime Video is ugly as hell. The menus are cluttered, the library is a muddled mix of free, paid, and add-on content, and the general user interface (UI) is about as friendly as those Velociraptors in Jurassic Park.
Fortunately, Amazon platform executives have long been aware of its design flaws, and Prime Video is finally getting a makeover worthy of its position among the very best streaming services in 2022.
Beginning this week, Prime Video is introducing a new, reimagined experience for subscribers using the Prime Video app on living room devices (such as Fire TV sticks) and Android phones. The overhaul will also go to the streamer app on desktop and iOS devices, but not before all of those aforementioned devices have received the update first.
So, what’s the big idea? Well, the major design change comes in the form of an upgraded menu navigation system that aims to help Prime Video subscribers more easily browse the platform’s list of movies, TV shows, sports, and premium channels.
As you can see in the screenshots below, the Prime Video app will soon include a series of side menu options – Home, Store, Find, Live TV, Free with Ads, and My Stuff – whose pages will offer sub-navigation panels to better differentiate between available content.
Image 1 from 4
Sports shows, for example, are covered by a dedicated sports submenu in the Home section, while Prime Videos’ growing library of original content – soon to be the highly anticipated Rings of Power Series – will appear in a special carousel separate from the platform’s licensed movies and TV shows (similar to Netflix’s Originals tab).
Prime Video’s redesign also borrows from Netflix in other ways. The app will soon feature its own Top 10 chart, ranking titles by popularity (presumably over a week-long period) and displaying them in an easy-to-navigate list. Watch it in action below.
The Prime Video team also seems to have acknowledged user frustrations over what content is and isn’t available to watch as part of a standard Prime Video subscription.
New visual cues will be added to titles to differentiate between titles that are available for free (marked with a blue checkmark) and titles that are available to rent, buy, or subscribe to (marked with a shopping bag icon). A handy My Subscriptions tab also appears at the top of the home page, giving you easy access to everything included in a user’s membership.
Finally, the Search page allows subscribers to search for specific titles, genres, or collections while filtering results by default or 4K UHD video quality.
As mentioned, the Prime Video redesign will roll out to living room and Android devices this week, with iOS and desktop versions of the app receiving the update later in the year. We’ll share our thoughts on the overhaul once we’ve tried it ourselves.
Analysis: A Game Changer for Prime Video?
In a highly competitive industry, an update like this is big news for Prime Video subscribers who may have felt tempted to ditch the service for greener pastures (such as Apple TV Plus and Paramount Plushave improved greatly in 2022, for example).
We recently reported on research currently suggesting that Prime Video offers customers the best price per title of all streaming services in most regions, but we also explained that this purely mathematical value doesn’t make Prime Video the most advantageous platform, period, citing its poor user interface and smaller triple-A content offering versus Netflix and Disney Plus.
Now, though, the streamer seems to have fixed one of those major flaws, with new movies and series coming soon – coupled with the internet-breaking success of The Boys Season 3 – Prime Video is, ahem, poised to take on a bigger challenge against its biggest streaming rivals in the coming years.
For more of the latest streaming service news, check out our take on Netflix’s spatial audio upgrade and our review of HBO Max’s surprisingly well-received ad-supported plan.