Prime Video has unveiled a new look to its user experience powered by Amazon Bedrock, a fully managed AWS service for building and scaling generative AI applications to generate personalised recommendations for viewers.
The new look has begun rolling out to Prime customers and is expected to be available to all subscribers in the coming weeks.
According to Amazon, the use of generative AI will help audiences find content that is tailored to their individual preferences.
The update also includes a new navigation bar listing the different genres of content available, including Movies, TV, Live Sports, and Prime.
Prime Video is utilising Large Language Models (LLMs) to simplify the synopses for TV series and films, enabling subscribers to quickly glance at a title description, rather than having to scroll to decide whether to watch.
“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, vice president of design at Prime Video. “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favourites, as well as sign-up or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
