Prime Video may love talking about new Originals, new partnerships, new AI features, and new menus, but here’s something far more urgent: the video player on mobile is genuinely frustrating to use.
The most basic thing any streaming platform should get right is the viewing experience itself. And yet, Prime Video still won’t allow users to simply zoom the video to fit or fill the screen properly. You’re stuck watching a film or series squeezed awkwardly into a five-inch window… even though your device has a seven-inch display begging to be used.
This isn’t a niche complaint. This is basic UX.
Every major OTT app today, Netflix, Hotstar, even YouTube, allows pinch-to-zoom or at least a proper full-screen adaptation. Prime Video remains stubbornly outdated in this one department, and it directly affects how users experience their shows.
And ironically, this comes at a time when Amazon is aggressively pushing ads, experimenting with new viewing modes, and trying to expand across devices. All that ambition feels pointless when the core player still behaves like it’s stuck in 2017.
Yes, Prime Video’s library is strong. Yes, the Originals are fantastic. But none of that matters if the video itself doesn’t fill the screen and the experience feels cramped and dated.
Before rolling out new features, new bundles, new ad tiers, and new partnerships…
Just fix the player. Make it smooth. And let viewers actually use the screen they paid for.
Because right now, watching anything on Prime Video is less “premium streaming” and more “forced patience exercise.”
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