Amazon founder and executive chairman Jeff Bezos is reportedly pushing the company to give its streaming service, Prime Video, a major AI-driven makeover. Amazon has poured enormous sums into artificial intelligence this year, including roughly $200 billion in AI-related infrastructure spending and a $25 billion investment in Anthropic, and Bezos wants that investment to show up somewhere users can actually see it.
An Internal Clash Sparked the Redesign
According to a Reuters report, the push began after a tense internal presentation last fall, when Bezos reportedly rejected initial redesign ideas from Prime Video chief Mike Hopkins and instead insisted that AI-driven personalization become central to the app rather than a secondary feature. Internally, employees are calling the initiative “Lighthouse,” a nod to its goal of showcasing Amazon’s AI ambitions.
What the New Design Could Look Like
Instead of the familiar grid of tiles and promotional banners, Prime Video’s home screen could shift toward a dynamic, algorithm-curated feed that updates in real time. Planned features reportedly include AI-generated thumbnails, natural-language browsing (such as searching for “1980s action movies”), and tighter integration with Alexa voice search. The standard search bar would remain unchanged, and top-of-screen space for major releases and live sports would stay in place.
The shift could also reshape how studios get visibility on the platform, since placement currently depends heavily on paid promotions alongside viewing-history-based recommendations. An industry analyst quoted by Reuters noted that giving up that screen real estate would represent a significant change for studios that rely on it.
Amazon has already begun testing the redesign with a small group of users and says the final rollout could change based on their feedback.