Amazon Prime Video

Standout Features

• AI-powered personalized recommendations
• Streamlined content-forward navigation
• Integrated "Shop the Show" feature

In 2025, Amazon Prime Video is evolving its platform to align with user behavior and market growth, as the global OTT video market is projected to reach $343.82 billion in revenue this year alone. Platforms are under pressure to deliver more personalized, commerce-enabled, and frictionless viewing experiences. Amazon’s latest updates reflect this shift, combining AI-driven content curation and integrated shopping to strengthen its competitive edge and reinforce its role within the broader Amazon ecosystem.

The rollout of “Made for You” collections uses generative AI to tailor content discovery based on real-time behavior and onboarding preferences. This strategy directly addresses content overload, a known user pain point: a Nielsen report found that 46% of U.S. viewers feel overwhelmed by too many options on streaming platforms. By refining what’s surfaced and when, Prime Video reduces friction, ultimately increasing time spent in-app—a key metric for retention and advertising value.

The interface now features a simplified top navigation bar with direct access to categories like Movies, TV Shows, and Live TV. Users can also manage subscriptions more easily, making navigation more efficient across both Prime content and add-on services.

"Shop the Show" lets users purchase merchandise directly within the app, blending entertainment and e-commerce into a seamless experience. This feature reflects Amazon’s advantage in connecting content consumption with purchasing intent, deepening viewer engagement beyond the screen.

Prime Video’s latest updates reflect how streaming apps are becoming smarter, more interactive, and commerce-enabled. By aligning design with user needs and retail opportunities, Amazon continues to push the category forward.