Prime Video uses an AI-driven encoding system called Quality-Defined Variable Bitrate (QVBR) that automatically adjusts video compression in real-time based on scene complexity, delivering consistent picture quality while using up to 50% less bandwidth and storage compared to fixed-bitrate methods.

QVBR was launched in 2018 through AWS Elemental services and supports multiple video codecs including AVC, HEVC, and AV1. It uses visual quality metrics to determine how much compression each moment of video can absorb without a visible drop in quality — for example, a static talking-head shot can be compressed more aggressively than a fast-paced action sequence. An extension called Automated ABR Configuration further optimizes the full set of quality levels offered per title, reducing overall package sizes by up to 40%. While these tools are available to all AWS customers, they are also applied within Prime Video's own encoding pipeline.