Amazon is updating the look, feel and function of Prime Video in a major change that’s rolling out now to all TV in the UK and globally.Whether you watch movies and shows on the streaming service via a Fire TV Stick, an app on a smart TV or on your iPad, the retail giant says the updates will help you find things to watch more easily.Amazon says it has streamlined how you navigate the Prime Video app on TVs, laptops, phones and tablets to make it easier to find things to watch, including prioritising content that won’t cost you anything extra to watch.A frustration with some streaming services, Prime included, is it can sometimes show you the latest blockbusters, but when you click to watch it costs an additional fee to rent or buy.That could be changing when you see your Prime Video screens update for free in the coming weeks.“There’s so much to discover on Prime Video, and with these updates, you’ll be able to navigate across our vast entertainment destination with ease,” Amazon said in a blog post.“With more personalised recommendations powered by generative AI, you can discover content that is tailored to your individual preferences, allowing you to spend more time watching and less time browsing.”There’s a new navigation bar for Prime Video that will run along the top of your screen, with Home, Movies, TV Shows, Sports and more to quickly get to what you want.
Amazon also lets you purchase add-on monthly subscriptions through Prime Video such as HBO Max and Paramount+, which will also be added to the nav bar if you subscribe to them.When you go to the Prime tab you’ll be able to see everything that is available to watch as part of your Prime subscription, which will hopefully go some way to making the Prime Video app less confusing, as it has been criticised for being too busy.Amazon trialling new paper-packing machine But unless you navigate to the Prime tab, Amazon will continue to rotate included content with titles you must rent or buy or gain through an add-on subscription on the main page - and the retailer has added the ability to pay right in the Prime Video app no matter the device.Amazon makes you manage your Prime subscription in a browser rather than its app, so it’s good to see that once you’re signed up, you can then manage your other subscriptions within Prime Video.Amazon says it is also using generative AI to improve its recommendations to you in its Made for You section, or you can search by what’s popular with other viewers.“We’re always listening to customers and reviewing feedback, and it's clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, vice president of Design at Prime Video.“With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favourites, as well as sign-up or switch add-on subscriptions with just a few clicks.Best of all, they can do this while using a single login.” Trending With slicker page animations and menu scrolling, this is a big update to the way you interact with Prime Video.You should see the new version across all your devices very soon.
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