Why is Amazon Prime Video interface so Bad? | Examining the Criticisms

Amazon Prime Video, a popular streaming platform, has garnered a significant user base worldwide. However, the platform's interface has faced criticism from users who express dissatisfaction and frustration.The criticisms surrounding the Amazon Prime Video interface stem from factors such as a cluttered and inconsistent layout, limited personalization and customization options, challenges in navigation and content discovery, watch list management issues, and the presence of advertisements and promotional content In this article, we will delve into some of the reasons behind the negative reception of the Amazon Prime Video interface, exploring the factors that contribute to its perceived shortcomings.

Cluttered and Inconsistent Layout

One of the common criticisms of the Amazon Prime Video interface is its cluttered and inconsistent layout. The platform presents a vast array of content options, which can make it challenging for users to navigate and find what they are looking for. The interface lacks a consistent design language, with variations in font sizes, placement of elements, and overall visual hierarchy. This lack of consistency can result in a less intuitive and visually overwhelming user experience.

Limited Personalization and Customization

Another aspect that draws criticism is the limited personalization and customization options available within the Amazon Prime Video interface. Unlike some competing platforms that offer personalized recommendations and customizable profiles, Amazon Prime Video provides a more generic and standardized experience. This lack of personalization can make it difficult for users to discover new content that aligns with their preferences, potentially hindering their overall satisfaction with the platform.

Navigation and Content Discovery Challenges

Users often find it challenging to navigate and discover content on Amazon Prime Video. The platform's categorization and search features have been criticized for being less user-friendly and effective compared to competitors. The browsing experience can be cumbersome, with limited filter options, inconsistent genre classifications, and difficulties in refining search results. These navigation and content discovery challenges can hinder users' ability to find relevant content efficiently.

Watch list Management and Continuity

Managing a personalized watchlist and maintaining continuity across devices are crucial features for streaming platforms. However, the Amazon Prime Video interface has faced criticism for its inadequate watchlist management options. Users often struggle to keep track of their saved content and experience difficulties in resuming from where they left off across different devices. This lack of continuity can be frustrating for users who desire a seamless viewing experience.

Advertisements and Promotional Content

While Amazon Prime Video is a subscription-based service, some users have expressed frustration with the presence of advertisements and promotional content within the interface. Advertisements for other Amazon services, recommendations based on marketing rather than personal preferences, and trailers that play automatically can disrupt the viewing experience and give the interface a cluttered and commercialized feel.


While the platform offers a vast content library, improvements in the interface's design, user-friendliness, personalization options, and overall coherence could significantly enhance the user experience. By addressing these concerns, Amazon Prime Video has the potential to provide a more seamless, intuitive, and enjoyable interface for its users.

Header image source: Telcom