The best streaming services all use some form of AI to give you recommendations on what to watch, but Prime Video is going all out. Reuters reported this week that Jeff Bezos is personally pushing Amazon Prime Video executives for a major redesign of the app to turn the streaming platform into a showpiece showcase for Amazon’s billions of dollars of investment in AI technology for more than 200 million active viewers.
The effort, internally codenamed “Project Lighthouse,” is just one of Amazon’s companywide AI efforts to take on the likes of OpenAI and Anthropic. Lighthouse will thoroughly research its subscribers’ viewing preferences and use AI to improve movie and TV recommendations and respond to voice requests, people familiar with the project told Reuters. The final redesign is still a work in progress, but it could significantly change the home page and how you find what you want to see next. We have reached out to Amazon for comment and will update this story when we hear back.
After a tense internal presentation last fall, Bezos rejected an initial redesign proposal from Prime Video head Mike Hopkins, complaining that the company didn’t do enough to leverage generative AI to improve personalization. The team scrapped those plans and started fresh under global head of design Kam Keshmiri. So far this year, the company has cut capital spending, mostly related to AI development, by $200 billion, according to Reuters.
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Potential changes with Prime Video’s AI redesign
Again, Prime Video’s AI overhaul is far from final, but as part of the redesign being considered, the company plans to introduce AI-powered content tiles that highlight carefully selected viewing options, such as “1980s action movies” and “Christmas romantic comedies,” three people familiar with the discussions told Reuters. Netflix employs similar categories to help viewers discover other movies and shows in genres that interest them.
The overhaul could also reshape how Prime Video promotes movies and TV shows. Currently, studios pay for premium placement on the service’s homepage, along with recommendations generated by Amazon’s algorithms, which is standard practice for streaming platforms.
Amazon has reportedly already begun testing an early version of the redesign with a limited group of users. However, the final product is subject to change based on tester feedback, budget considerations, or other internal factors. The redesigned interface still includes the standard search bar, as well as a dedicated area at the top of the homepage that spotlights new releases and live events, including the Amazon-exclusive “Thursday Night Football” broadcast.
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