Since mid-2024, Prime Video uses generative AI to recommend movies and shows tailored to each viewer's individual tastes — going beyond matching by genre to understand plot themes, character types, and narrative style, similar to how a knowledgeable friend might suggest "you'll like this because of how it's structured."

The "Made for You" recommendation rows on Prime Video's Movies and TV Shows landing pages are powered by Amazon Bedrock. The system analyzes a viewer's streaming history and combines that with a deep semantic understanding of content — identifying similarities in narrative structure, character dynamics, and thematic content rather than simple category tags. This represents a shift from earlier approaches that primarily matched viewers to content based on what similar users had watched (collaborative filtering). Prime Video's VP of Technology described the goal as helping the platform "go deeper on understanding the semantic nature and the attributes of content itself."