Prime Video maintains separate AI-driven recommendation feeds for each of up to six individual user profiles on a single account, so different family members see a homepage tailored to their own viewing history rather than a shared one.

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.