Data AnalysisConsumer FacingVerified
Reviewed and published by trentmaziarz, March 20, 2026. Discovered and drafted by our automated research pipeline.
During live sports broadcasts on Prime Video, AI-generated overlays called "Prime Insights" give viewers real-time statistics and predictions — such as the likelihood of a blitz on the next NFL play, a receiver's chance of getting open, or how much fuel a NASCAR driver has left. These features began rolling out with the 2022 Thursday Night Football season.
Details
Different Prime Insights features are powered by different underlying systems. The NFL's "Defensive Vulnerability" feature uses a neural network that tracks defensive formations before the snap to predict likely play outcomes. The "Burn Bar" for NASCAR uses real-time telemetry data processed through Apache Flink and Amazon Kinesis streams, with Amazon Bedrock generating interpretive text. The NBA "Play Finder" analyzes 29 data points per player across thousands of historical games using Amazon SageMaker and Amazon Bedrock. These tools were developed in collaboration between Prime Video's production teams, sports data specialists, and former professional athletes.
Products affected
Prime Video Sports
Sources & Evidence
Company Disclosure
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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