Prime Video uses an AI-powered system called Media2Cloud to automatically scan hundreds of thousands of internal marketing video assets and tag them with detailed information — such as which celebrities appear, the mood of the footage, and what is being said — replacing what was previously a labor-intensive manual process.

The system is built on multiple AWS services including Amazon Bedrock, 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 that feeds into a media asset management system called Iconik. The enriched data helps Prime Video's marketing teams find assets more quickly, verify rights, and track content quality. Before this system, marketing assets were stored across multiple disconnected internal systems with limited searchability.