Will Shanklin has been writing about gadgets, tech and their impact on humanity since 2011. Before joining Engadget, he spent five years creating and leading the mobile technology section for New Atlas. His work has also appeared on SlashGear, TechRadar, Digital Trends, AppleInsider, Android Central, HuffPost and others.
. 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.”
The Prime Video redesign starts with a streamlined navigation bar that should make it easier to find your way around. To the left, the bar includes the general categories Home, Movies, TV Shows, Sports and Live TV. Immediately to the right, the nav bar continues with a dedicated tab for content bundled with your Prime membership, followed by sections for add-on subscriptions likeand others.
Meanwhile, a new “hero rotator” below the bar drills down to highlight content available within each selected bar section. It looks similar to rival services, which doesn’t sound like a big deal on paper but should be a welcome change for anyone who’s ever futzed around with the confusing old Prime Video UI.Unsurprisingly, Amazon is adding personalized AI-generated recommendations when navigating the bar’s Movies and TV Shows sections.
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 . If you head to the Live TV tab, recommended stations will also play on their own, continuing until you pick something to give your full attention.
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