Amazon Prime Video will finally have a new look.
Android users and streaming media players will experience a new interface when they stream videos on Amazon Prime as the streaming platform rolls out its new look.
According to The Verge, the new interface will be first rolled out to Android users and connected living room devices such as smart TVs, Fire TV streaming hardware, Roku, Apple TV, Android TV, and game consoles.
Amazon stated that the new experience was crafted to be "less busy and overwhelming for our customers."
This illustration picture taken on July 24, 2019 in Paris shows the logo of the US Online Streaming Amazon Prime Video logo application on the screen of a tablet.
What Does the New Prime Video Interface Offer
With the new interface, Amazon has shifted the platform's main navigation bar to the left side of the screen, as per Engadget report.
The icons are arranged into a vertical column. You can locate the six menus, which are Search, Home, Store, Live TV, Free and My Stuff, arranged from top to bottom.
To further simplify the navigation, subcategories are added to the menu. For example, you will find the subcategories for movies, TV shows and sports in the Home.
The new interface has Netflix-inspired features including a top 10 list of popular content. You will also find poster-style thumbnails. When you hover over them, they expand to play a preview.
Amazon has added a most helpful change in the new interface. The company has introduced a new set of icons, which makes it easier to identify if a video is included in Prime Video.
You will find a blue checkmark. This indicate that the TV show or movie is covered by your subscription.
Furthermore, you'll notice that there's a gold shopping bag in the interface. This indicate that to view the content, you need to either buy or rent.
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New Look Aims to Highlight Amazon's Underutilized Perks
Amazon spent 18 months redesigning the interface of Prime Video, according to The Verge. The project was led by Ben Smith, vice-president of product for Prime Video and Prime studios.
Smith was also previously involved in the 2017 redesign of Hulu. The streaming platform attempted at some radical appearance change but after a few years, it eventually go back to a more familiar design.
Looking at Prime Video's redesign, it appears to be more deliberate and calculated. It shows similarities with the looks of Netflix, HBO Max, and Disney Plus.
Amazon conducted "extensive usability testing and user research," according to The Verge. They put into consideration what people preferred in a streaming platform. Therefore, it is not surprising that you'll find resemblance in these various streaming platforms.
Amazon's aims was to better focus the attention to Prime Video's underutilized perks. With this, you'll notice the dedicated Live TV hub, which serves as a guide to linear programming from channel subscriptions such as AMC Plus and Paramount Plus.
You also notice the plus Prime-exclusive live sporting events. Moreover, the ad-supported content that's free for everyone is highlighted.
While Prime Video has a new interface and layout, it popular features such as multi-user profiles, X-Ray, and Alexa integration are still available.
Like the previous look, you'll find promoted content as the streaming services is still trying to "push subscriptions for third-party content onto customers."
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