Amazon Prime Video is improving its user experience with generative AI-powered personalized recommendations, which has started globally from 23 July. Will be available to all customers in the coming weeks. In a blog, the giant streaming platform said that the updates will help customers easily discover new titles, sign up or switch add-on subscriptions, and manage their subscriptions using a single login.

Kam Keshmeri, VP of Design, Prime Video, said that with the user experience improvements they have made, customers will be provided with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, as well as sign up or switch add-on subscriptions with just a few clicks. The best part is that they can do this using a single login.

Prime Video offers a vast collection of premium programming across thousands of devices, including series produced by Amazon MGM Studios, movies, licensed fan favorites, live sports, documentaries, add-on subscriptions, and the latest blockbusters. It also offers over 650 free ad-supported channels worldwide. Nowadays many people are subscribing to Prime Video for entertainment and Prime Video has launched new streaming features to improve the user experience.

These are the new streaming features

A new “Prime” destination will be added to the navigation bar, allowing users to access movies, TV shows, sports, and linear broadcasts at no additional cost with a Prime membership. The hero rotator below the navigation bar displays promotions such as Prime Member Deals and subscription bundles, as well as content available for subscription, rent, or purchase. Users can now manage their active add-on subscriptions directly from the navigation bar and see unique recommendations based on preferences, rentals, and viewing history.

Also, the Subscriptions destination will display deals and discounted bundles of subscriptions from third-party services. Additionally, Prime Video has improved recommendations and clarity about the content included with a Prime membership. Personalized recommendations are created using generative AI, simplifying the process of finding content tailored to individual preferences.

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Prime and add-on subscription logos will appear on the hero and title cards of movies or TV shows and a yellow shopping bag will appear if a title requires additional payment. Large Language Models (LLM) will simplify summaries for TV shows and movies. Prime Video has improved its streaming experience with new animations, smooth page transitions and zoom effects. The hero rotator on living room devices allows immersive browsing and recommended 24/7 stations automatically start playing on “Live TV” destinations.