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.

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.