Prime Video is leveling up its navigation with a round of interface upgrades that it says will bring "clarity and simplicity back to streaming." Global rollout of the changes began Tuesday and will continue over the coming weeks. The streamer's last revamp was in 2022, which introduced new navigation features and a Top 10.

Ease of use is the biggest motivation behind the platform's redesign, which will hit smart TVs and living room devices like Fire TV, Roku and Apple TV, along with Apple and Android devices. The update includes improvements to the platform's content navigation and search functionality, new AI-powered viewing recommendations and the ability to use a single set of log-in credentials to access all the content included with a Prime membership. That includes add-on subscriptions like Max and content available for rent or purchase.  

"This is starting to really deliver on this idea of being a destination that houses so much of that streaming content that you love," Kam Keshmiri, vice president of Design at Prime Video, told CNET. "And that's not something I see regularly elsewhere. So for us, sort of delivering on this idea of a unified platform and a unified aggregated hub, it's a really big unlock." 

Read more: Prime Video: The 33 Absolute Best TV Shows to Watch

It took the company roughly 18 months to see this interface overhaul to fruition. During a first look event Amazon Studios, Keshmiri talked with CNET about the important details audiences should look for in this Prime Video relaunch.

An entertainment hub under one login

One of the biggest highlights of this new rollout is Prime Video's single login access. For example, if you're subscribed to Max and Starz via Prime Video channels, all it takes is a single click to open these apps You'll no longer need to enter separate credentials. Prime Video aims to knock down a set of frustrating hurdles, giving you a streamlined path to the titles you want. 

You'll also be able to browse titles and manage subscriptions directly through the redesigned navigation bar. People in the US will have access to more than 100 add-on subscriptions through the "Subscriptions" destination button along with deals and bundles.  

"This is the kind of thing that customers are frustrated with," Keshmiri said. "And I have 10 subscriptions. I'm in the same boat, and really like to be able to get one set of algorithms and recommendation systems that kind of understand the full entertainment experience. That's what we're really focused on. And that's what's really exciting about where we are as a destination for all of the aggregated content and all of our partners."

Navigation upgrades and sports hub

Prime Video's navigation bar already has destinations for "Home," "Movies," "TV Shows" and "Live TV." Now, sports gets its own button next to new placements for any active add-on subscription channels you may have. Placed at the top of the screen, the sports button provides streamlined access to Thursday Night Football, WNBA, women's soccer and a growing collection of on-demand games.

"We now have a dedicated place that you can watch all of the live sports, but also all other sports and on-demand things." Keshmiri added. "It's also a place over time that you'll see more leagues and more sports themselves -- and you'll see more content about that sport. Starting with a destination that everybody can get to, it is building this amazing kind of ecosystem of sports fandom that you can experience through that top navigation."

Prime Video is also seeking to improve how you find everything in the app. Enhanced organization can assist viewers in figuring out what content is included with Prime and which titles come with a price tag. Logos displayed on each title card will now make Prime content easily distinguishable from subscription content from platforms like Starz or Crunchyroll. You can also look out for the yellow shopping bag icon that identify TV shows and movies available for rent or purchase. 

Another new addition to the app is a rotator graphic that sits low on the home screen, showing a selection of favorite titles to watch on Prime Video. 

AI-improved recommendations

Personalized viewing recommendations aren't new to Prime Video, but the company is now using generative AI to upgrade your unique viewing experience. Within the "Movies" and "TV Shows" tabs, content collections like the "Made for You" category will include an array of titles tailored specifically to your interests.

Content will now be broken down by category and specific tastes, making the viewing experience unique for each user profile. Aside from personalized recommendations, collections like "Trending Shows" and "Top 10 in the US" will be regularly updated and easy to find.

An intuitive streaming experience

From afar, this new Prime Video experience may look like the one you've been using. It's not. Intricate animations, page transitions and zoom effects have resulted in "a fluid and seamless experience," said Keshmiri.

A hero rotator graphic will now house featured content recommendations, adding an immersive quality to your viewing session. Include the "Live TV" option to the mix and 24/7 channels will automatically start playing, continuing to do so whether you decide to view the content in full screen mode or exit back to peruse other content options.

"Personally, I'm very proud of the artwork and the quality of the expression of those things, there," added Keshmiri. "Rather than having something that's really crowded with a lot of tax and a lot of noise, we're paring it back to the beautiful storytelling, the content, the intent of the creators and kind of bringing that together into something beautiful and quite effortless."

Prime Video is included with Prime memberships, but you're also able to sign up for a standalone subscription that starts at $9 per month to stream with ads. Check out our other coverage on streaming services, including how to go ad-free.