Amazon
The project, which is internally known as Lighthouse, reflects Amazon's broader push to strengthen its position in artificial intelligence as competition intensifies across the technology industry. Pixabay/vohoaiduy

Amazon founder Jeff Bezos is personally overseeing a redesign of Prime Video that aims to place artificial intelligence at the center of one of the company's most recognizable consumer products.

The effort, internally known as Lighthouse, reflects Amazon's broader push to strengthen its position in artificial intelligence as competition intensifies across the technology industry. The company has committed roughly $200 billion in capital expenditures this year, largely tied to AI infrastructure and related investments.

Prime Video chief Mike Hopkins was asked to rethink plans for the streaming platform after Bezos expressed dissatisfaction with an internal presentation last year, according to Reuters, which cited four people with direct knowledge of the matter. Bezos reportedly believed the proposed update did not sufficiently emphasize Prime Video's AI and personalization capabilities.

The resulting Lighthouse initiative is intended to showcase Amazon's AI capabilities to the more than 200 million consumers who use Prime Video worldwide, the news agency reported. The project is also viewed internally as an important component of Amazon's efforts to improve its standing in artificial intelligence as rivals continue to expand their offerings.

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The redesign includes features designed to improve movie and television recommendations by learning user preferences and responding to spoken requests. Amazon is also exploring changes to Prime Video's home page, with executives considering AI-generated viewing suggestions such as "action movies from the 1980s" and "Christmas rom-coms."

The traditional search function would remain under the proposals being discussed, alongside promotional space for new releases and live sports programming, including Amazon's exclusive "Thursday Night Football" broadcasts, according to Reuters. The publication also reported that Amazon has begun testing versions of the redesign with a limited number of users.

Amazon's broader AI ambitions have been evident across several business units. The company released a redesigned version of Alexa in early 2025 and integrated the assistant into its primary shopping platform earlier this year, according to Reuters.

The company has also expanded its investments in external AI firms. Amazon has committed billions of dollars to companies including Anthropic as it seeks to strengthen its position in the sector, according to previous reporting from CNBC.

Prime Video remains one of Amazon's most widely used consumer services. The platform accounted for 4.2% of television viewing in the United States in April, trailing YouTube's 13.4%, Netflix's 7.8%, and Disney+'s 5%, according to Nielsen data cited by Reuters.