Just got the update to my fire tv app. It's damn near identical to Netflix with a lil Google TV / Apple TV aesthetic, and fully featured a la HBO Max, especially if you have any of the Prime Video Channels.
If you have a fire tv, then you know the UI on the home screen is a flatter design and the scrolling is very fast and smooth and more akin to Netflix in UI and fluidity. The Scrolling in the new app isn't as smooth as Netflix tho but it's still much improved from what it was before. I think it has something to do with the clicking sound effect when you move to the next time.
From the vertical menu button on the left side, the initial Continue Watching row, then the larger Prime Original tiles which expand horizontally and play the trailer like Netflix, the top 10 in the US with corresponding numbers just like Netflix. Even the Freevee section has a top 10 row. Both mix shows and movies, unlike Netflix, which splits movies and shows.
Everything is color coded too. Titles in yellow are available to rent or buy. Everything in blue is included with Prime. They're not intermixed either. All the stuff available with Prime is presented first. You gotta scroll down a lotta rows before you get to the all yellow stuff. You will see a row of yellow amongst the "free" blue but that's only the New release - Sponsored and Popular on Prime Video Channels, which makes sense.
It's a major improvement from before. It could be enough for most people to actually wanna use the app now. I might still stick with the home screen tho cuz everything is there already. I think this will have an even bigger impact when the update hits Rokus. Then I could see more people using the Roku for it's simplicity but actually having a competent Prime app.
With all that being said, good job, Amazon.