Amazon is leveraging generative AI to significantly enhance the Prime Video experience, focusing on improved recommendations and clearer content visibility for Prime Video users. With the integration of generative AI, personalised recommendations are set to become even more precise and tailored to individual preferences.
To power this enhanced personalisation, Prime Video employs Amazon Bedrock. This technology enables Prime Video to generate highly personalised content suggestions for its users, making it easier to discover shows and movies that align with their interests.
Prime Video is utilising Large Language Models (LLMs) to simplify the synopses for TV shows and movies. These AI-driven summaries provide concise and clear descriptions, allowing users to quickly assess whether a title might interest them without the need to scroll through lengthy summaries. This feature aims to streamline the decision-making process for viewers, ensuring a more efficient and enjoyable browsing experience.
Additionally, Amazon Prime Video is introducing several new features aimed at improving user navigation and content discovery. Among the key updates is a revamped navigation bar, which includes purpose-built destinations such as “Home,” “Movies,” “TV Shows,” and “Live TV.” This update will allow users to navigate by content type more easily. A new “Prime” destination will enable browsing of movies and TV shows available at no extra cost for Prime members.
Beneath the navigation bar, the hero rotator will prominently display content that can be watched with a subscription, rented, or purchased. This feature will also highlight Prime member deals and promotions, allowing for one-click access to play, rent, or subscribe, making it easier to start watching desired titles immediately.
Users will also find enhanced options for exploring, signing up for, and managing add-on subscriptions. In India, over 20 add-on subscriptions can be accessed directly from the navigation bar by selecting “Subscriptions.” This section will not only showcase current subscriptions but also recommend new options based on user preferences, previous rentals, and viewing history. Additionally, users can view deals on third-party subscriptions all in one place.
These updates are set to roll out globally today and will be available to all customers in the coming weeks, promising a more streamlined and personalised Prime Video experience.
