Amazon excels at organizing and accessing seemingly endless retail products. So why did its streaming service, Prime Video, have such an ugly, clunky user interface for so long? “The Amazon Prime Video library isn’t really available anymore,” says Paste, an online entertainment magazine. Declared by heading last year. As the streaming business became more competitive, the poorly designed Prime Video interface became even more prominent, especially with the advent of shiny new entrants like Disney + and HBO Max.
On Monday, Amazon finally joined the game and announced an 18-month redesign. This includes a simplified main navigation menu, a more direct route to sports programming, new ways to emphasize live TV, and a carousel designed to enhance the interface. It’s like a movie and helps users find what they want to see faster.
Overhaul takes place as Amazon goes deeper into the entertainment business. The tech giant completed the $ 8.5 billion acquisition of Metro-Goldwyn Mayer in March.It will pay a quote to the National Football League $ 1 billion annually Exclusive broadcast rights for Thursday Night Football, contract starting in September. Prime Video Mega Budget “Lord of the RingThe series will also debut that month. As part of its recent Prime Day, an annual trading event for Amazon members, the company has reduced the price of its new Fire flat-screen TVs by up to 40%.
Netflix, a major streaming service, is also expected to announce more losses on Tuesday, losing subscribers for the first time in 10 years in the spring quarter and still recovering.
As part of Amazon’s redesign, users will notice new color palettes, larger artwork, and a more prominent top 10 list. Especially given Amazon’s efforts to compete with Roku and Apple to sell subscriptions to third-party services such as Paramount + and BritBox, the new interface will improve the way such subscriptions are integrated. (Amazon calls these other streaming platform channels.)
In a video interview, Amazon Product Management Director Helena Selna said, “It’s important for customers to understand the breadth of their choices and the benefits of using Prime Video applications for all streaming. “. Amazon said in a blog post that the overhaul made Prime Video “not busy and overwhelming.”
The new interface will be rolled out around the world this week, with the living room and Android devices first lined up, Cerna said.
In some respects, the redesign makes Prime Video look like competing apps, including Netflix. “We wanted to make the Prime Video experience easier, more enjoyable, and easier to use,” says Cerna. “And part of the ease of use is familiarity, so as you know, if there are established patterns in the wild, we take advantage of them.”
