The secret project, called Lighthouse, aims to bring generative AI capabilities to more than 200 million users across Prime Video. Mr. Bezos called for faster and bolder personalization, insiders said.
SAN FRANCISCO, July 23 (Reuters) – Jeff Bezos has launched Prime Video, a high-profile new platform to showcase the hundreds of billions of dollars Amazon has invested in artificial intelligence.
The company’s founder and CEO pushed Prime Video chief Mike Hopkins to transform the service to focus on artificial intelligence, according to four people familiar with the process.
The project, internally known as “Lighthouse,” aims to highlight Prime Video’s potential AI capabilities to the service’s more than 200 million users.
Lighthouse is seen as one key element of Amazon’s broader strategy to strengthen its AI credentials as competitors such as OpenAI and Anthropic move forward. Other efforts, including an Alexa upgrade, have had mixed results, but the department remains committed to AI development.
Amazon declined to comment.
Joint meetings and updates
The idea to update Prime Video was controversial after it arose last fall during an internal briefing for the service held by executives for Mr. Bezos, people familiar with the matter said. Bezos expressed frustration that Hopkins’ plan to update Prime Video did not emphasize AI and personalization opportunities enough, and urged leaders to reconsider the plan and launch Lighthouse.
The company plans to spend about $200 billion in capital spending this year, primarily on AI development, with a combined $23 billion investment in OpenAI and Anthropic that could grow to more than $40 billion.
Through AI, Lighthouse has a range of new features that improve movie and TV show recommendations by researching user preferences and responding to voice queries. As part of the project, Prime Video is working on a redesign of its homepage.
According to several sources, different design approaches exist. For example, an AI tile with pre-prepared viewing prompts such as “80s Action Movies” or “Christmas Romantic Comedy,” or a version without tiles with excessive text. Regular searches will continue, and the top of the screen will feature promotional tiles for new releases and sporting events, including Amazon’s exclusive NFL broadcasts.
The company is already testing a redesigned version among several users, but the final concept may change depending on feedback from testers and financial considerations.
Prime Video, like other streaming services, relies on content placement and detection algorithms that affect where certain content appears on your home page. Changes to this mechanism could significantly change the “diverse” space for studios and content partners.
Bezos’ personal involvement
Bezos is involved in Prime Video’s redesign review process, receives regular updates and monitors how the service combines personalization and AI features, sources said. These actions are consistent with his position at the company, which focuses on AI, media, and space efforts.
Prime Video remains one of Amazon’s best-known brands and is available in many countries where the company has limited or no e-commerce. In addition to free shipping, Prime Video is one of the most popular services with a Prime subscription.
As part of Lighthouse, the integration of the Alexa voice assistant into Prime Video search is being discussed. In 2025, Amazon released an updated version of Alexa with generative AI and integrated it into the homepage in 2026.
Kam Keshmiri, Prime Video’s global head of design, also attended Bezos’ meeting and currently leads Lighthouse.
Prime Video market momentum
Prime Video, which ranks fourth among streaming services in terms of viewership in the United States, is a prized asset for Mr. Bezos, who frequently attends major Hollywood events and owns a $165 million mansion in Beverly Hills. In 2022, Amazon spent $8.5 billion to acquire MGM, giving it access to many famous movie franchises, including James Bond.
According to April Nielsen research, Prime Video accounted for 4.2% of all TV viewing in the US, compared to YouTube at 13.4%, Netflix at 7.8%, and Disney+ at 5%. Nevertheless, many Prime Video members spend hours each week on the service, and Amazon aims to enhance personalization through AI.
In July 2024, the service began a major redesign to clearly separate free and paid content, including content that requires a Paramount+ subscription or rental. Amazon aims to make Prime Video a central hub for paid subscriptions.
