Prime Video (finally) refreshing its design

One of TV’s ugliest is getting a new look….

Prime Video is (finally) rolling out a new, redesigned experience within the Prime Video app on connected living room devices, including Fire TV, as well as on the Android app.

By mid-to-late August 2022, it will be available on these devices to all Prime Video customers worldwide, and iOS and Web later this year.

This info feels very US-skewing to me, but here it is…

1. A more user-friendly navigation menu
We are introducing a redesigned, simplified main navigation menu that is easily accessible from anywhere in the app. This helps customers browse our broad selection—including movies, TV shows, sports, and premium channels—and find what they’re looking for quickly and easily. Customers have an easy path to the titles included with Prime membership, such as The Marvelous Mrs. Maisel, The Boys, and the highly anticipated The Lord of the Rings: The Rings of Power. For our living room apps, the new navigation menu has been relocated to the side of the screen for improved access. The app will launch with six primary pages: Home, Store, Find, Live TV, Free with Ads, and My Stuff. Customers will also have sub-navigation options to more easily browse by content or offer type, e.g., “Movies” or “TV shows” on Home and “Channels” or “Rent or Buy” on Store.

2. An easy way to watch live and programmed sports
Sports programming—like the arrival of NFL Thursday Night Football this fall—is now easier to find. Home will contain a “Sports” sub-navigation menu. Also, the new Live TV page functions as a hub for streaming stations, including live sports and other events. The content is presented in a user-friendly program guide so customers can easily view everything that is currently on-air and find out when future programming will begin. The “Sports” menu boasts a cinematic experience with dedicated carousels to showcase the leagues and teams you are most interested in. The page will also feature sports documentaries and additional content, like replays and popular sports videos to keep you engaged with your favorite teams. You can watch Thursday Night Football exclusively on Prime Video, as well as a variety of sports content available with your Prime membership and through subscriptions such as Paramount+ or MLB.TV.

3. A faster way to find the shows you want
The new Prime Video app comes with new carousels that not only present videos with richer and more cinematic imagery, but also enable customers to quickly and efficiently find something to stream. For example, our “Top 10 Chart” taps into the social zeitgeist, showcasing popular and trending content on Prime Video in a highly visual and easily navigable manner. Our “Super Carousel,” with its larger, poster-style artwork, allows featured titles, such as Amazon Originals and Exclusives and Prime Video Cinema, to stand out against all other titles.

4. Clearly marked content
New design features make it easier for customers to tell what content is included with their Prime membership vs. what is available for purchase. We employ new visual cues to clearly indicate which videos are included for you (marked with a blue checkmark icon) and which are available to rent, buy, or subscribe (marked with a shopping bag icon). And, near the top of Home within the “My Subscriptions” row, you can access all videos included with your Prime membership with only a single click.

5. Immersive visuals
The new Prime Video experience presents content with rich, immersive imagery, thoughtful details, and a new color palette. Our new carousels also showcase titles in a way that makes the experience less busy and overwhelming for our customers.