Jeff Bezos personally overseeing Prime Video AI redesign

Jul 23, 2026

Amazon founder Jeff Bezos is personally overseeing "Lighthouse," a major AI-driven redesign of Prime Video, to bolster the company's reputation against competitors like OpenAI. The project, which could integrate Alexa, was initiated after Bezos criticized a previous plan for lacking sufficient AI focus. It aims to improve personalization for over 200 million users on a service that currently ranks fourth in U.S. viewership.

Bezos involvement in Prime Video

▪Jeff Bezos is personally overseeing an AI-driven redesign of Amazon's Prime Video service.
▪Bezos's personal involvement is unusual as he stepped back from most day-to-day Amazon operations after relinquishing the CEO title in 2021.

Lighthouse AI redesign project

▪The redesign may include AI-driven tiles with pre-populated viewing suggestions like "action movies from the 1980s".
▪The Lighthouse project aims to showcase Amazon's AI capabilities to more than 200 million Prime Video users.
▪The new AI redesign project is known internally as "Lighthouse".
▪Amazon is already testing versions of the new design with a few users.

Contentious meeting origins

▪The project originated from a contentious internal presentation in autumn 2025 where Bezos was displeased with the plans presented.
▪Kam Keshmiri, global head of the Prime Video design, is now leading the Lighthouse redesign.
▪Bezos felt the initial plans from Prime Video head Mike Hopkins failed to sufficiently highlight the service's AI and personalization capabilities.

Amazon AI reputation challenges

▪The Lighthouse project is part of a company-wide effort to improve Amazon's reputation in AI, where it is seen as trailing competitors like OpenAI and Anthropic.
▪Amazon has committed some $200 billion to capital expenditures in the current year, primarily for AI, and invested an initial $23 billion in OpenAI and Anthropic.
▪Other Amazon AI initiatives, such as the overhaul of its Alexa voice assistant, have had mixed results and the unit is still losing money.

Prime Video market position

▪An expert noted that greater personalization on the Prime Video home screen could disrupt the current system of paid placement by studios for content display.
▪In the U.S., Prime Video is the fourth most-watched streaming service with a 4.2% share of television viewing, according to April data from Nielsen.
▪Prime Video's market share trails YouTube (13.4%), Netflix (7.8%), and Walt Disney's Disney+ (5%).

Alexa integration plans

▪Amazon released an overhauled generative AI version of Alexa in early 2025 and integrated it into its main shopping site in May 2026.
▪As part of the Lighthouse project, Amazon has discussed integrating the Alexa voice assistant into Prime Video’s search function to respond to spoken requests.