Amazon founder Jeff Bezos is personally overseeing a redesign of Prime Video that aims to put artificial intelligence at the heart of the company’s most famous consumer products.
The initiative, known internally as “Lighthouse,” reflects Amazon’s broader efforts to strengthen its position in artificial intelligence as competition intensifies across the technology industry. The company has made approximately $200 billion in capital spending this year, most of which is related to AI infrastructure and related investments.
Prime Video chief Mike Hopkins was asked to reconsider plans for the streaming platform after Bezos expressed dissatisfaction with an internal presentation last year, Reuters reported, citing four people with direct knowledge of the matter. Bezos reportedly believed that the proposed update did not emphasize Prime Video’s AI and personalization features enough.
The resulting Lighthouse initiative aims to introduce Amazon’s AI capabilities to the more than 200 million consumers worldwide who use Prime Video, the news agency reported. The project is also seen internally as a key element of Amazon’s efforts to improve its position in the artificial intelligence space as competitors continue to expand their offerings.
This redesign includes features designed to improve movie and TV recommendations by learning your preferences and responding to voice requests. Amazon is also considering changes to its Prime Video homepage, with executives considering AI-generated viewing suggestions such as “1980s action movies” and “Christmas romantic comedies.”
According to Reuters, the proposal being discussed would retain traditional search functionality, space to promote new releases, and live sports programming such as Amazon’s exclusive “Thursday Night Football.” The publication also reported that Amazon has begun testing a redesigned version with a limited number of users.
Amazon’s broad AI ambitions are evident across several business units. According to Reuters, the company released a redesigned version of Alexa in early 2025 and integrated the assistant into its main shopping platform earlier this year.
The company is also increasing its investment in external AI companies. Amazon has poured billions of dollars into companies including Anthropic to strengthen its position in the space, CNBC previously reported.
Prime Video remains one of Amazon’s most widely used consumer services. The platform accounted for 4.2% of U.S. TV viewing in April, behind YouTube’s 13.4%, Netflix’s 7.8% and Disney+’s 5%, according to Nielsen data cited by Reuters.
