Amazon Prime Video is the company’s own streaming service that provides a litany of free TV shows and movies to Prime members.
It directly challenges Netflix in a bid to have you binging late at night.
But it appears the mobile interface of Prime Video is set for a huge change.
Jenn Salke, the head of Amazon Studios, recently revealed she has a phone running a prototype version of the new user interface.
She tantalisingly detailed the new look for Prime Video is “cool” and “intuitive”, according to The Wrap.
When questioned on the possibility of a redesign for mobile devices, Salke stated: “I’ll tell you — and you’re welcome to come to my office — I went up there and met with them and they had a prototype phone that showed me the interface that they’re working on that’s about to be — that’s in the middle of being developed and coming soon.
“And I said, ‘I have to have that phone in Los Angeles,’
“Because I run into a lot of people like you…and myself at some point, you know?
“I was on the side of criticising some of that as well. So it’s like where, you know, how can you answer the question of, ‘how is this going to improve?’ And they actually created and sent me a prototype phone that’s in my office.”
The head of Amazon Studios also insisted the redesign is “seamless” but did not clarify exactly when users should expect to see a new look for the video service.
She went on: “So please come see me and I’ll show you how cool it is, because it’s much more intuitive.
“I find it to be sort of seamless the way that they’ve used actually, well I don’t know if I should give it away. It’s cool! And you can actually look at it in my office.
“I haven’t felt an urgency to put a deadline on it.”
While Amazon continues to work on a new look for its Prime Video service, Netflix recently rolled out an update of its own as the two vie for streaming superiority.
On July 20 the company introduced a redesign for its application on televisions.
A new sidebar was the highlight of the new content – it allows people to easily navigate through the service.
It also finally separates TV shows and movies, meaning users can quickly pick which category is right for them.
Netflix claimed the decision was based on “rigorous research” on what customers wanted.