A teardown of Amazon Prime Video's rental experience: from one-tap magic to multi-step mayhem. Conversion, friction, and GTM lessons for every PM.
Executive Summary
This teardown analyzes the shift in Amazon Prime Video's movie rental experience—from an elegant one-click flow to a fragmented, multi-step process that introduces friction, delays, and lost revenue opportunities.
Before
1-tap purchase
Instant playback
After
Tap "How do I watch this?"
Receive email
Click CTA
Open browser
Sign in again
Rent the movie
Problem Identified
The previous flow allowed users to complete rentals with minimal effort:
Tap "Rent"
Payment confirmed
Movie starts
Now, the updated flow includes:
Tap "How do I watch this?"
Receive email
Click CTA
Open browser
Sign in again
Rent the movie again
Result:
Loss of intent
Context-switching
Higher drop-off rates
Confusion about access vs. purchase
User Friction Points
Friction Adds Drop-OffEvery added step increases the risk of abandonment.
Email Hand-Off Breaks FlowUsers are forced out of the app to retrieve instructions. Delays cost attention and action.
Context-Switching Is DisruptiveApp ➝ Email ➝ Browser ➝ Login again. This interrupts the purchase intent and introduces security doubts.
Platform Fees > UX?Suggests Amazon is avoiding in-app purchases to bypass platform commissions—but it degrades the experience.
Unclear CTA = Lost Confidence"How do I watch this?" is not an action-driven prompt. It introduces uncertainty at the worst moment—when the user is ready to buy.
Behavioral Insights
Intent to rent is a fragile, time-sensitive action—delay breaks momentum.
Users need clarity and confidence in outcomes before entering payment flows.
Trust is cumulative: each extra step adds doubt, not assurance.
Or improving conversion, retention, and lifetime value?
Short-term internal metrics may hurt long-term loyalty and brand equity. Align product decisions with user experience principles, not just internal margin logic.
Redesign Opportunities
Reintroduce native in-app rental and playback
Avoid forced email steps unless authentication is critical
Replace "How do I watch this?" with: "Start Watching Now" or "Rent for ₹XXX – Stream Instantly"
Show rental status and playback options clearly within the app after purchase
Key Product Management Takeaways
"Test every journey from the user's lens. Each delay, distraction, or ambiguity introduces a chance for doubt—and doubt kills conversion. Frictionless wins."
Redesign This Flow?
Share your ideas for a better Amazon Prime rental experience!