The interface is total garbage. It's a bizarre mix of Netflix and amazon's regular website. Search is useless. You can't get an A-Z list of everything. You're forced to sort by either "featured" (aka what they are advertising) or "new". Content they want more money for (in addition to what you already pay them for Prime) is mixed in with everything else. It's basically full of ads.
I keep prime for shipping but anything I can't get on Netflix I can find online without dealing with Amazon's terrible interface.
Selecting UHD versions is still hot garbage though.
The website and the apps are very very different
On FireTV it can be, but it fairly easy to avoid as well. For that matter is actually fairly easy to filter out non-prime content on the website as well, if you know how to use the basic filters
All of these plans get Amazon Prime with free shipping, prime video and Amazon Music ad-free unlimited downloads:
Airtel: - INR 299 (USD 4.37) per month plan includes unlimited call/text and 2.5GB data per day and includes Amazon Prime.
BSNL: - INR 399 (USD 4.37) per month plan includes unlimited call/text and 30GB data per month.
Vodafone/IDEA: - INR 399 (USD 5.83) per month plan includes unlimited call/text and 40GB data per month and includes Amazon Prime (full year) and Netflix (3-months trial).
Reliance Jio: - INR 149 (USD 2.19) for unlimited voice/text and 1.5GB per day. Bundles HotStar (which streams cricket, tennis etc live) along with premium content from HBO, Starz etc.
IMO, all of the telcos in India have strong TV apps that give access to Movie/TV/News/Sports content (live+recorded) on mobile screens for free (bundled with really cheap mobile plans). Then there is Hotstar which is orders of magnitude better content than prime videos. So, unless someone is getting prime video for free I doubt anyone would be paying for it.
Even music is very much like that. Prime Music is good. But there is Airtel's Wynk, Jim has Saavn, then there is Youtube which has huge viewership for music videos.
Prime has big sitcoms like the office, 30 rock, seinfeld etc.
Their B&W and 60s/70s movie catalog is also much larger than any other services.
I hate it when I miss the start (separate annoyance: seems often that audio takes a few seconds to start? Maybe that's the Shield's fault rather than Prime's) so I rewind, and then it hits me with the advert again...