Amazon Prime Video is releasing a newly redesigned app that promises to bring “clarity and simplicity back to streaming” with AI-powered improvements to navigation, personalization, purchases and recommendations. Among other upgrades, the app makes it easier to quickly identify movies and series that are available to Prime members at no additional cost. Prime members had been lobbying for a brighter line between what is included with a subscription and what comes with an additional cost. A global rollout began this week, and eventually the app will be available to all Prime Video customers.

Variety calls it Amazon’s “biggest update to the Prime Video user experience in two years,” and says its aim is “helping you find something to watch faster than ever,” as well as figuring out if you will have to pay extra for it, “something that’s annoyed Prime Video users for years.”

The updated user interface will feature “logos for Prime and add-on subscription services (like Max, Paramount+, Starz, MGM+ and Crunchyroll) on the hero and title cards of a movie or TV show to provide a visual indicator about which service the content is available on. If a title requires additional payment, a yellow shopping bag icon will be visible,” Variety explains.

The new navigation bar facilitates browsing and one-click access to titles, subscription management and personalized content recommendations powered by AI. Prime Video uses Amazon Bedrock, its fully managed AWS service for building and scaling generative AI applications with foundation models, to power the individualized customer recommendation engine, Amazon explains in a news post.

In addition to hosting its own content, Amazon Prime acts as a portal to other services, “similar to the Apple TV app,” writes TechRadar, noting that the update allows you to see not only the content you’ve purchased through Prime Video, but also titles “you’ve bought on Amazon digitally or your other subscriptions to services like Paramount+, Showtime, or Starz, among others. You can even subscribe to those services via Prime Video.”

“I’ve used the new Prime Video app — you’re gonna want this ASAP,” is the topline at Digital Trends, which as with other outlets seems delighted that Amazon flew them to the MGM Studios lot in Hollywood to test drive the update.

“While Amazon isn’t making any long-standing promises, this redesigned interface does not feature advertisements, so that’s a win,” TechRadar emphasizes, noting that “the ones featured are mostly for Prime benefits.”