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.

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.