Amazon's Bezos pushes Prime Video redesign focused on AI

Reuters reports that Jeff Bezos is personally driving a redesign of Amazon’s Prime Video service to put AI and personalization at the center of the user experience. The internal project, codenamed Lighthouse, is intended to showcase Amazon’s AI capabilities to more than 200 million Prime Video users and help improve Amazon’s reputation in artificial intelligence amid rising competition from OpenAI and Anthropic. The redesign may include AI-driven recommendation tiles, better spoken search, and Alexa integration, while preserving traditional search and promotional space. The article highlights Amazon’s large AI spending commitments and notes that Prime Video remains an important consumer touchpoint and subscription hub. While no immediate financial metrics are given, the story underscores Amazon’s push to justify heavy AI investments through visible consumer products that could support engagement and long-term revenue.