Amazon Overhauls Prime Video App with Accessibility and User Experience in Mind
Amazon has unveiled a major redesign of its Prime Video streaming app, focusing on improved accessibility and a more intuitive user experience. The update, which is rolling out globally starting today, aims to simplify content discovery and enhance the overall viewing experience for all users.
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| Amazon's revamped Prime Video was built to be more streamlined—and accessible |
Key Features of the Redesign:
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New Prime Tab: A dedicated section for content included with Prime subscriptions, making it easier to distinguish between free and paid offerings.
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AI-Powered Recommendations: Made for you collections in the Movies and TV Shows tabs, using artificial intelligence to suggest personalized content.
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Improved Navigation: Clearer categorization with separate tabs for movies, TV shows, sports, and live TV.
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Enhanced Accessibility: The entire app has been rebuilt with accessibility in mind, including improvements to color schemes, navigation, and playback features like Dialogue Boost.
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Streamlined Subscriptions: Easier management of add-on subscriptions and discovery of new services to bundle with Prime Video.
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| Top 10 by region showcases popular titles and enhances content discovery for users |
Accessibility at the Forefront
Amazon executives emphasized the company's commitment to accessibility during a recent media event. Raf Soltanovich, VP of Technology at Amazon MGM Studios, stated that accessibility is an area that hasn't gotten enough attention industry-wide, and that Amazon is proud to invest in making its products more inclusive.
Kam Keshmiri, VP of Design at Prime Video, described the platform as the world's most inclusive platform for telling great stories. The design team has worked closely with both internal inclusion teams and external disability advocacy organizations to ensure the app meets the needs of all users.
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| Custom cookies were shared at the event, highlighting Amazon's focus on accessibility and user experience |
Looking Ahead
While Amazon is proud of the improvements made in this update, executives acknowledged that there is still work to be done. The company views this redesign as the beginning of a journey, with more accessibility-focused features planned for the future.
The new Prime Video app update will be available to all users in the coming weeks, bringing what Amazon hopes will be a clearer, simpler, and more inclusive streaming experience to millions of viewers worldwide.
Update: Wednesday July 24 10:15
The redesign introduces clear content labeling to help users distinguish between Prime-included content and titles requiring additional payment. Prime-included content now displays the Prime logo on title cards, while titles from partner services show their respective logos. A yellow shopping bag icon indicates content requiring additional payment. The new UI also features a Top 10 and Trending Shows category for popular content, as well as a Live TV option with 24/7 stations. While the update addresses many user concerns, it's worth noting that free content may still include ads, depending on the specific title or service.