Get the latest tech news

Prime Video gets a much-needed UI overhaul with a new content bar and AI recommendations

For all its stacked content, Prime Video has historically had a cluttered, confusing and less-than-intuitive layout. That changes today as Amazon begins rolling out a new Prime Video UI that brings “clarity and simplicity back to streaming.”

For all its stacked selection of original content, like Fallout, The Boys and Rings of Power, Prime Video has historically pffered a cluttered, confusing and less-than-intuitive layout — especially compared to rivals like Netflix. That changes today as Amazon begins rolling out a new Prime Video UI that, in the company’s words, brings “clarity and simplicity back to streaming.” Finally, Amazon says the UI has new animations, snappier page transitions and zoom effects to make the experience more “frictionless.” On living room devices, video content will auto-play on the hero rotator as you browse around (much like Netflix and other competitors).

Get the Android app