Amazon continues to spend billions on its streaming library to compete with Netflix and Hulu. But content isn’t the only battleground where the so-called streaming wars are taking place. Companies are also competing to make their websites and apps easier to use, and Amazon wants to make sure it doesn’t fall behind. The tech giant recently announced a new redesign of its Prime Video user interface designed to improve the user experience.

The new interface, which will be rolling out to select devices this week, prioritizes simplification. Various buttons and menu items have been removed for easier navigation, and new carousels are designed to make the experience more “cinematic”. The new interface also dedicates more space to live TV, which will be increasingly important as streaming services continue to compete for live sports and news broadcasts. The upcoming football season will be big for Amazon as it begins to expand its live coverage of NFL games.

The new interface sheds light on how Amazon’s business model mimics its streaming competitors and the important differences it differs from. While the company has yet to attract viewers to its original content in the same way as Netflix and Apple TV+, Amazon also sells other premium streaming subscriptions through its “channels” program. The redesign makes a point of attracting viewers to premium add-ons such as Paramount+ and HBO, helping Amazon compete with Roku in the subscription sales space.

“It’s important to us that customers understand the breadth of choice they have and understand the benefit of using the Prime Video app for all of their streaming,” said Helena Cerna, director of managing products at Amazon, supporting the deployment. “We really wanted to make the Prime Video experience simple, enjoyable and easy to use.”

Cerna said an added benefit of the redesign is that Prime Video looks more like other streaming services on the market.

“Part of ease of use is familiarity,” she said. “So in cases where, you know, there are established patterns in nature, we take advantage of that.”

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