Recommendation SystemConsumer FacingVerified
Reviewed and published by trentmaziarz, March 20, 2026. Discovered and drafted by our automated research pipeline.
Prime Video uses AI to generate separate, personalized recommendation feeds for each of up to six profiles on a single account, available to all subscribers globally since July 2020. Each profile receives its own homepage carousels, including 'Made for You' collections powered by generative AI via Amazon Bedrock, based on that profile's viewing history and explicit feedback.
Details
Profile-level personalization was introduced in 2020. Each profile maintains independent recommendations, watchlists, and viewing progress. Viewers can actively shape recommendations using thumbs up, thumbs down, and "Not interested" controls. The July 2024 interface redesign introduced personalized content carousels including "Made for You," "Top 10 in Your Country," "Trending," and genre-based rows, each generated independently per profile. On living room devices, a hero banner auto-plays content and is also personalized.
Products affected
Prime Video
Sources & Evidence
Company Disclosure
News Article
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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