OtherConsumer FacingVerified
Reviewed and published by trentmaziarz, March 20, 2026. Discovered and drafted by our automated research pipeline.
When 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.
Details
X-Ray draws on the IMDb database (owned by Amazon since 1998) for structured biographical and filmography data, supplemented by machine learning to identify which actors are visible in a given frame and match them to their IMDb records. A GeekWire investigation confirmed in 2018 that the feature uses "a combination of machine learning and manual work," with Amazon employing catalogue specialists who curate and verify X-Ray information alongside automated systems. The feature is available in more than 200 countries.
Products affected
Prime Video
Sources & Evidence
Other practices by Prime Video
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.Customer SvcWhen viewers contact Amazon with Prime Video issues — such as playback problems, subscription questions, or billing disputes — an AI chatbot handles the initial interaction, attempting to resolve the issue automatically before connecting the viewer to a human agent.
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