Amazon Prime has been a phenomenal success in many ways. Right from exclusive TV shows and movies such as ‘The Boys’, ‘Fleabag’, ‘Gulabo Sitabo’, ‘Sufiyam Sujatayum’ among others to the host of perks the Prime membership offers, it has been a tough competitor for other streaming platforms.
While it has definitely made a name for itself the biggest problem Amazon Prime faces is that it’s a perk offered by the main retail website Amazon rather than a standalone OTT platform.
This has caused a lot of user troubles for example, if one searches for a TV show the various seasons are listed differently rather than being under one main title. It’s almost as if the model of the retail website is implemented on the platform without much development or thought. Even finding titles on the browser app is a tedious task as one has to go to the ‘Prime Video’ section to get the desired result.
In fact if you search for a specific title on the browser, you will be met with sponsored ads for the same before being shown the TV show in the search results.
Then there are smaller issues such as the website ‘resuming’ your TV show at the wrong place. Sometimes it shows titles that aren’t directly accessible to the user and have to be rented or bought separately instead.
Although Prime has a huge revenue gain from these additional purchases it is misleading for the users to be asked to pay for content after they’ve chosen to watch something from the homepage.
Ultimately, Amazon Prime does offer a host of benefits to its Prime subscribers but doesn’t put the user’s needs and convenience first and that needs to change if it wants to grow further.
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