Bezos pushes Prime Video to showcase Amazon AI

2 min read

Jeff Bezos ordered a major overhaul of Prime Video after executives failed to emphasize AI in earlier plans, prompting the streaming unit to build an internal project called Lighthouse. The effort would surface Amazon's AI work to over 200 million Prime Video users through features such as AI-driven recommendation tiles, spoken-response improvements and a redesigned home page. The move is part of broader companywide AI investments, including roughly $200 billion in capital expenditures this year and multi‑billion dollar stakes in OpenAI and Anthropic, and it could raise Amazon's public profile in a fast-moving AI race.

Amazon is reworking Prime Video to highlight its AI investments