Productivity AutomationReplaces Human LaborVerified

Reviewed and published by trentmaziarz, March 20, 2026. Discovered and drafted by our automated research pipeline.

Prime Video uses an AI-powered system called Media2Cloud to automatically scan hundreds of thousands of internal marketing video assets and tag them with rich metadata, such as which celebrities appear, the mood of the footage, on-screen text, and spoken dialogue. The enriched metadata feeds into a media asset management system called Iconik, helping Prime Video's marketing teams find assets more quickly, verify rights, and track content quality.

Details

The system is built on multiple AWS services including Amazon Bedrock, Amazon Nova, Amazon Rekognition (a computer vision service), and Amazon Transcribe (a speech-to-text service). It analyzes content at the frame, shot, scene, and audio levels, producing enriched metadata such as celebrity identification, on-screen text, content moderation signals, mood detection, and transcription. That metadata is automatically fed into Iconik, an AWS partner media asset management system. The system addresses Prime Video's need for better discoverability and management of its marketing archive.

Products affected

Prime Video

Sources & Evidence

News Article

https://aws.amazon.com/blogs/media/media2cloud-on-aws-guidance-scene-and-ad-break-detection-and-contextual-understanding-for-advertising-using-generative-ai/

Company Disclosure

Company DisclosureVerified

5 ways Prime Video improves the viewing experience with generative AI on AWS

AWS Blog·Jul 2025

https://aws.amazon.com/blogs/media/5-ways-prime-video-improves-the-viewing-experience-with-generative-ai-on-aws/

Cite this record

Trace Foundation. (2026). Prime Video: Prime Video uses an AI-powered system called Media2Cloud to automatically scan hundreds of thousands of internal marketing video assets and tag them with rich metadata, such as which celebrities appear, the mood of the footage, on-screen text, and spoken dialogue. The enriched metadata feeds into a media asset management system called Iconik, helping Prime Video's marketing teams find assets more quickly, verify rights, and track content quality (data as of 2026-06-06) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/27654afa-b1c8-41b0-a774-83a5b74d47f2. Accessed October 14, 2026.

Stable link: https://www.aitrace.org/r/practice/27654afa-b1c8-41b0-a774-83a5b74d47f2
Data as of: June 6, 2026
Last verified: April 6, 2026

How to cite AI Trace

Other practices by Prime Video

OtherWhen viewers pause or tap the screen while watching on Prime Video, a feature called X-Ray displays information about the actors currently on screen, the music playing, and behind-the-scenes trivia — using a combination of AI and human curation backed by IMDb data.OtherDialogue Boost is a Prime Video feature that uses AI to identify specific moments in a film or show where dialogue is difficult to hear over background sound — and then selectively increases the clarity of speech at those moments only. It launched in April 2023 and is now available in seven languages.Customer SvcAlexa+, Amazon's redesigned AI assistant built on large language models, can understand conversational requests to find content on Prime Video — such as "show me movies about dogs and their owners" — and control playback with voice commands. It became free for Prime subscribers after exiting early access.

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