Amazon Prime Video has revealed a new look for the video streaming service with a new user interface (UI) design.
The new Amazon Prime Video look will be rolled out globally with the video app, on connected living room devices like SmartTV sets, with the new user interface which will be available to all users within months, with iOS and the web to follow.
Amazon says that the new look simplifies the main navigation menu and that within its living room app the new navigation menu has been moved to the side of the screen.
The app will now launch with 6 primary pages: Home, Store, Find, Live TV, Free with Ads, as well as My Stuff. Users will also be able to browse by content or genre, for instance Movies or TV Shows, Sports, Channels and others.
The redesigned Amazon Prime Video app now comes with new content carousels that present videos with richer and more cinematic imagery and also enable
customers to quickly and efficiently find something to stream.
The "Top 10 Chart" taps into the social zeitgeist, showcasing popular and trending
content on Amazon Prime Video in a highly visual manner, while the "Super Carousel" with its larger, poster-style artwork, allows featured
titles, such as Amazon Originals and Exclusives and Prime Video Cinema, to
stand out against all other titles.
Amazon says in a statement that the "New design features make it easier for customers to tell what
content is included with their Prime membership vs. what is available for
purchase.
"We employ new visual cues to clearly indicate which videos are
included for you (marked with a blue checkmark icon) and which are available to
rent, buy, or subscribe (marked with a shopping bag icon)".
"The new Prime Video experience presents content with rich,
immersive imagery, thoughtful details, and a new colour palette. Our new
carousels also showcase titles in a way that makes the experience less busy and
overwhelming for our customers."
Amazon says the redesigned "Find" page simplifies the search
experience giving users the option to search for a specific title or explore
different genres and collections.
"Search suggestions are shown live as you
type, and you can easily filter results by genre or 4k UHD. Search results
employ the new visual cues to clearly indicate which videos are included for
you (marked with a blue checkmark icon) and which are available to rent, buy,
or subscribe (marked with a shopping bag icon)."
