Amazon is launching a major redesign of its streaming service, Prime Video, this week with a clearer focus on Amazon Originals, live programming, and the streamer’s most-watched titles on its homepage.
The redesign, which Amazon said was 18 months in the making, will roll out to connected living room devices — including Fire TVs — and Android devices worldwide later this week, with web and iOS to follow at a later date.
The home page will now feature an updated navigation menu with easier access to live programming and sports, with streaming channels organized in the same way as a live TV program guide allowing viewers to see which shows are currently airing. The revamp of sports navigation will likely be key as Amazon prepares to stream exclusively Thursday night football later this fall.
And in a nod to Netflix, Prime Video’s homepage will also feature a top 10 carousel of the most-watched titles on the streaming service, though the company won’t release any viewership data for those titles. Other carousels on the homepage will feature shows and movies exclusive to Amazon with a better emphasis on imagery to make the experience “less crowded and overwhelming for our customers,” Amazon said in a blog post announcing the updates.