This week, Amazon will begin to roll out a much-anticipated overhaul of its Prime Video interface, moving away from the former grid of tiny tiles and toward a “super carousel” that the firm describes as being more “cinematic.” The updated interface puts an emphasis on sports, free games, and Prime originals, with trailers integrated into the larger screen real estate. Although Amazon’s Freevee has expanded its reach as a standalone app, many of its movies will still show up in searches or for viewers based on an algorithm.
While Prime developed over the years into arguably the most successful customer loyalty or subscription programme ever undertaken, many users had conflicting opinions about the video component’s on-screen appearance and feel. The business said in a blog post that it wanted to make Prime Video viewing “less hectic and overwhelming.” A top 10 ranking is another important inclusion. By incorporating an on-screen top 10 in 2020, Netflix will be able to provide self-reported statistics and weekly top 10 rankings in 90 different countries. The rankings are a significant new feature, but it is unclear what disclosures the notoriously secretive Amazon will make in the future.
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The redesigned Prime Video app is now available on Android and connected living room devices like Fire TV. This summer, it will be accessible to all Prime Video subscribers globally on these devices, with iOS and the web to follow. According to the blog post, “We’re redesigning the Prime Video experience to highlight our wide range of content and to make it easier for customers to locate the material they love.”
Another significant advancement is the primary menu that runs along the left side of the screen (on living room apps). Six key pages will be available when the app first launches: Home, Store, Find, Live TV, Free with Ads, and My Stuff. Additionally, customers will have sub-navigation choices to more conveniently navigate by providing type or content.
Given the company’s recent strategic push into the arena, it is not surprising that sports have had a significant influence on the new design. In addition to the 11-year NFL Thursday Night Football exclusive rights contract that Amazon will begin in September, several agreements for soccer, baseball, tennis, and other sports have also been reached in numerous international markets.
The firm does not intend to offer push alerts telling users when a game starts, as Apple TV, YouTube TV, and other streaming players have done. However, the live programming guide will show when sporting events and other attractions are scheduled to begin. Another top aim is to choose movies that fans may already watch for free. A “free for Prime subscribers” row of tiles has always been present on the Prime interface, but the new design makes it harder to miss it. Additionally, titles that a user has already subscribed to on streaming providers other than Prime Video are marked with improved visuals.
