Prime Video could be undergoing an AI overhaul at the behest of Amazon founder Jeff Bezos, according to a new report. The redesign will put AI at the center of a new project called Lighthouse.
Reuters reports that Bezos’ push is intended as a way for Amazon to leverage its massive investment in AI and “enhance the company’s position in artificial intelligence.” This comes after other investments, including improvements to the Alexa voice assistant, have had mixed results and continued losses.
Bezos was “unhappy” with the lack of emphasis on AI in a Prime Video presentation last fall. The Lighthouse project was born from this meeting.
What does Lighthouse add to Prime Video?
Bezos is said to be personally involved in the overhaul, an unusual move considering he gave up the CEO role in 2021 to focus on the Washington Post and his spaceflight company, Blue Origin.
According to Reuters, Lighthouse will be adding a number of new features that will use AI to improve movie and TV show recommendations. This is accomplished by having AI learn customer preferences and respond to voice requests.
A homepage redesign is part of the project, but it hasn’t been finalized, so we don’t yet know what it will look like.
However, it was hinted that it could include AI-driven titles with viewing suggestions such as “Christmas romance movies” and “1980s action movies.” Even that appears to still be in development, as the current version reportedly doesn’t include text-heavy titles.
Programs and live events like Thursday Night Football will continue to be promoted at the top of the platform alongside the traditional search bar.
Amazon is also said to be integrating Alexa into Prime Video’s search functionality as part of the redesign. Most recently, Alexa was completely revamped into a generative AI version last year and integrated into the Amazon shopping platform earlier this year.
Prime Video’s position
Amazon last gave Prime Video a major update in July 2024, streamlining content curation and adding AI recommendations.
According to the latest Nielsen data for 2025, Prime Video ranks eighth in TV viewing share behind YouTube, Netflix, and Disney+ at 3.9%. According to Reuters, it has risen to 4.2% this year, but still falls behind Netflix and Disney.
An AI overhaul could be a way for the company to leverage its investments in artificial intelligence to increase viewership with more personalized recommendations.
to follow Tom’s Guide to Google News and Add us as a preferred source Get the latest news, analysis, and reviews in your feed.
