Prime Video is set to elevate its streaming experience with a series of user experience updates rolling out globally today, becoming available to all customers in the coming weeks.

Prime Video‘s new updates include a streamlined navigation bar, making it easier to find movies, TV shows, and live TV content. The navigation bar now features a “Prime” section to browse content available at no additional cost with a Prime membership.

Additionally, the hero rotator under the navigation bar will showcase content you can watch with a subscription or rent, making it easier to start viewing your favorite titles.

Prime Video is introducing more personalized recommendations powered by generative AI. These enhancements will allow users to discover content tailored to their individual preferences, spending more time watching and less time browsing. The platform also uses Amazon Bedrock to generate these personalized suggestions, ensuring relevance and accuracy.

Users can now explore, sign up for, and manage their active add-on subscriptions directly from the navigation bar. In India, for instance, more than 20 add-on subscriptions can be explored under the “Subscriptions” section, with unique recommendations based on viewing history and preferences.

Prime Video is making it easier to distinguish between content included with a Prime membership and additional paid content. Titles included in your subscription will be marked with the Prime logo, while a yellow shopping bag icon will indicate titles requiring extra payment.

The platform now features new animations, smooth page transitions, and zoom effects for a seamless and enjoyable browsing experience. On living room devices, video content will autoplay on the hero rotator, providing an immersive browsing experience. Additionally, recommended 24/7 stations in the ‘Live TV’ section will automatically start playing, enhancing the user experience further.

Prime Video continues to optimize its experience across all devices, ensuring accessibility even on older models. These updates are part of Prime Video‘s ongoing commitment to innovate and improve its user experience, allowing customers to navigate and discover content seamlessly.