Amazon Prime Video is undergoing a significant user interface overhaul, leveraging generative AI to enhance personalized recommendations and simplify navigation. The update introduces a streamlined navigation bar with categories like Home, Movies, TV Shows, Sports, and Live TV, and a dedicated Prime tab that clearly distinguishes between content included in the Prime membership and content requiring additional payment. Additionally, AI-powered synopses and recommendations help users discover content based on their viewing history and preferences. The hero rotator feature highlights content within each category, while improved animations and page transitions offer a smoother browsing experience. The rollout begins globally and will be accessible to all users, including those with older devices, in the coming weeks.