Amazon Prime video app may be getting its most significant makeover to improve the user experience. Jennifer Salke, new Amazon Studios head teases about the upcoming Amazon update at the Television Critics Association’s summer press in L.A. She also mentioned that the upcoming version of the Amazon Prime video app is under construction. Besides, she is currently using the same on his phone at her office to experience the difference.
Salke hinted many changes are coming to the app including new UI and more personalized experience for app users. This makeover doesn't come as a surprise as we all know that Amazon prime lacks a number of things. For the starters, the app doesn't have a user-oriented or personalized environment like it rivals Hulu and Netflix. Amazon Prime does not suggest the videos on the basis of a user’s history or interests it keeps pushing the Amazon prime original content. Honestly the UI of the app isn't that intuitive; currently, there are tabs including, ‘Recently Added’, ‘Comedy Movies’ and Other Genres along with the ‘Original Movies’ from Amazon.
You won't find a particular suggestion tab or category that filters the movies or series of your interests. However, Hulu and Netflix both offer this feature to its users, even YouTube TV that is new to the competition also provides personalized suggestions to users. Moreover, the whole UI seems like is dedicated to promoting the Amazon Original content only. On the top of it, Amazon doesn't offer any user profile that enables the different users having the same account to own different profile. This will help in having a separate watchlist, personalized recommendations and all the personal history of what they have watched. Hulu and Netflix offer different user profiles under a single account to get a more customized experience.
Coming down to the parental control options, although Amazon offers a dedicated controls option for kids it doesn't have a separate profile for kids. The separate profiles will help the parents to make sure that the adult content is inaccessible to the kids. Besides, Amazon prime video app could improve its optional add-on subscription model. Amazon offers a subscription model for additional premium channels like premium channels like HBO, Showtime, Starz, CBS All Access, and others. This enables the users to create their own TV for more convenient entertainment. However, currently the users need to search the channels by themselves, there are no such recommendation for premium channels. Amazon is missing a great business opportunity as channels subscription has been the most attractive offering from the company. With the revamped platform suggesting premium channels, the company could make a lot of money.
One of the users took his concern to Twitter asking Amazon to provide user profile in the prime video app. He mentioned that without having a different user profile like Hulu or Netflix, it's hard to keep track on the last episode you watched or left incomplete.
With all this, Prime video app has lot of areas to implement improvements in the coming time. Jennifer Salke revealed that the revamped Amazon Prime video would be more capable of providing a personalized experience and will be coming with more features. However, she didn't reveal when the update will make its way to the end users and specific changes it will be coming with. Along with this she also mentioned some of the upcoming Prime series and movies including, ‘The Expanse’, and ‘The Lord Of The Rings’.