Amazon has started rolling out a new user interface (UI) for Prime Video. The company says the new update will “improve the streaming experience by bringing clarity and simplicity back to streaming.” The latest update includes a streamlined navigation bar, AI-generated recommendations, and more. Here’s everything to know.

The revamped navigation bar on the left now includes the usual categories like Home, Movies, TV Shows, Sports, and Live TV. On the right, there’s a dedicated tab showing content available with your Prime membership, followed by sections for add-on subscriptions like Max, Paramount+, and Crunchyroll. Additionally, users can add new subscriptions from Amazon’s wide selection of over 100 options directly from the navigation bar.

A notable feature of the new UI is the “Hero Rotator”, located just below the navigation bar. It highlights the content in each selected section, much like the visual and intuitive browsing experience found on rival streaming services. This improvement is expected to greatly benefit users who found the old Prime Video UI cumbersome and confusing.

Amazon has also integrated AI-generated recommendations labeled “Made for You” into the Movies and TV Shows section of the navigation bar. Leveraging the company’s Bedrock AI model, these machine learning recommendations provide personalized content suggestions based on users’ viewing history and preferences, making it easier to discover new shows and movies that suit individual tastes.

The AI ​​integration goes further with the introduction of AI-powered summaries for shows and movies. The feature aims to speed up the browsing process by offering concise, AI-generated blurbs, eliminating the need to scroll extensively to learn more about a particular piece of content.

In terms of visual improvements, the new UI features updated animations, faster page transitions, and zoom effects, all designed to create a more “frictionless” user experience. On living room devices, video content will now autoplay on the Hero Rotator as a user browses, similar to functionality seen on competing platforms such as Netflix. Additionally, when navigating to the Live TV tab, recommended stations will autoplay until users select specific content to watch.