July 24, 2026, 9:21 am | Read time: 3 minutes
In the race for dominance in the field of artificial intelligence, Amazon has been participating with its own ideas and developments for some time. In terms of relevance, it still lags behind providers such as Anthropic or OpenAI. This reportedly frustrates company founder Jeff Bezos. He has apparently ordered that Amazon Prime Video should focus more on AI.
Prime Video to Get More AI Features
This is according to a new report by the news agency Reuters. Four people with insider knowledge claimed that Bezos himself prompted Prime Video chief Mike Hopkins to incorporate more AI into the streaming service. This followed an internal presentation on future plans for Prime Video, in which AI apparently did not play a sufficiently large role. This led to heated discussions.
The result is the Lighthouse project. The goal is to improve movie and series recommendations on Prime Video with AI support.
To achieve this, the company wants to learn more about the preferences of its more than 200 million Prime Video users and implement the ability to respond directly to spoken requests. For this purpose, they are already considering integrating the voice assistant Alexa into the streaming platform’s search function.
The Story of Amazon: From Bookstore to Online Retailer
Prime Video App Even More Confusing After Major Amazon Update
New Design for Prime Video
In the course of this, the homepage of Amazon Prime Video is also set to receive a new design. What it will ultimately look like is not yet determined. However, one idea is AI-generated streaming tiles, recommending categories such as “80s Action Movies” or “Romantic Comedies for Christmas.” Text-heavy preview tiles might also disappear.
The traditional search function will remain, as will the prominent space at the top of Prime Video to showcase certain highlights. Initial tests with a small number of users are already underway. Depending on feedback, Amazon’s plans for more AI in Prime Video could still change.
Not Without Risks
That Jeff Bezos is personally involved in the project is unusual, as he has largely withdrawn from Amazon’s day-to-day operations. His involvement underscores the importance the company places on the topic of AI.
Also of interest: Court Dismisses Class Action Against Prime Video Advertising
A new homepage design is not without risks. Market researcher Michael Goodman says that streaming services rely on film and TV studios booking paid placements and that algorithms determine when certain content appears on the homepage. Any changes could disrupt this system.
The homepage is considered extremely valuable “real estate” for studios. Any space taken away from them, for instance, in favor of in-house developments, would be a significant change, according to the expert.