The problem with Amazon Prime Video is that it was so clearly developed as an offshoot of the main Amazon Prime retail website, rather than a TV platform in its own right.
Amazon Prime Video is a success story in many ways. As a competitor to the leading TV streaming service Netflix, and a perk of an Amazon Prime membership – thrown in with one-day delivery, Amazon Music Unlimited, and more – the on demand TV service has taken a firm hold of our eyeballs in recent years.
With exceptional Amazon Originals such as The Boys or The Marvelous Mrs. Maisel, along with high-profile titles like The Farewell or The Handmaiden, it’s not hard to see why viewers have been drawn to the service – especially when a subscription will include all sorts of exclusive retail offers and faster delivery advantages alongside it. But there’s still a lot that needs to be improved in how users are forced to navigate the platform.
The main problem with Amazon Prime Video is that it was so clearly developed as an offshoot of the main Amazon Prime retail website, rather than a TV platform in its own right.
That’s led to a host of user experience issues, including the way that TV seasons are listed separately in Amazon search results, rather than being under a single banner – a continuation of the days when Amazon was shipping DVDs rather than streaming hit series.
