Prime Video could be getting an AI overhaul at the behest of Amazon founder Jeff Bezos, according to a new report. The redesign would put AI front and center under a new project allegedly dubbed Lighthouse.
Reuters reports that the push from Bezos is meant as a way for Amazon to utilize its massive investments in AI and "elevate the company's stature in artificial intelligence." This comes as other investments, including improving the Alexa voice assistant, have provided mixed results and ongoing losses.
Bezos was "displeased" with a Prime Video presentation last fall where AI was not highlighted. The Lighthouse project was born out of this meeting.
What does Lighthouse add to Prime Video?
Bezos is said to be personally involved in the overhaul, an unusual step considering he relinquished the CEO title in 2021 to focus on the Washington Post and his spaceflight company Blue Origin.
Per Reuters, Lighthouse would add a slew of new features that would use AI to improve film and TV show recommendations. This would be done by having the AI learn customer preferences and respond to spoken requests.
A homepage redesign is part of the project, but it's not finalized, so it's not known how it would look yet.
However, it was suggested that it could include AI-driven titles with viewing suggestions like "Christmas rom-coms" or "action movies from the 1980s." Reportedly, a current version doesn't include text-heavy titles, so that even that appears to still be in the air.
Programs and live events like Thursday Night Football would still be promoted in the upper portion of the platform alongside the traditional search bar.
Amazon is also supposedly attempting to integrate Alexa into Prime Video's search function as part of the redesign. Most recently, Alexa was overhauled into a generative AI version last year and integrated into the Amazon shopping platform earlier this year.
Where Prime Video stands
Amazon last gave Prime Video a massive update in July of 2024 that streamlined content curation and added AI recommendations.
The most recent Nielsen data from 2025 has Prime Video in a distant eighth place in TV viewing share behind YouTube, Netflix and Disney+ at 3.9% of viewers. Reuters reports that it's bumped up to 4.2% this year, though still behind Netflix and Disney.
An AI overhaul could be a way for the company to utilize both its artificial intelligence investments and increase viewership with more personalized recommendations.
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