Prime Video's upcoming AI makeover could completely change how you decide what to watch next

(Image credit: Prime Video; Shutterstock) All the best streaming services use AI in some form or another to serve up recommendations for what to watch, but Prime Video's looking to go all in. According to a Reuters report this week, Jeff Bezos is personally pushing Amazon’s Prime Video executives toward a major app redesign to turn the streaming platform into a marquee showcase for Amazon's multi-billion-dollar investments in AI technology for its 200+ million active viewers.Internally codenamed Project Lighthouse, the effort is just one piece of Amazon's companywide AI efforts to compete against the likes of OpenAI and Anthropic. Lighthouse would comb through a subscriber's viewing preferences, using AI for improved film and TV recommendations and to respond to spoken requests, one person with knowledge of the project told Reuters. The final redesign is still in the works, but it could drastically change your home page and how you find what to watch next. We've reached out to Amazon for comment, and will update this story once we hear back.Following a tense internal presentation last fall, Bezos rejected earlier redesign proposals from Prime Video head Mike Hopkins, expressing frustration that they did not go far enough in leveraging generative AI for improved personalization. The team scrapped those plans and started fresh under Global Head of Design Kam Keshmiri. So far this year, the company's dropped $200 billion in capital expenditures, mostly related to developing AI, Reuters reports.Potential changes with Prime Video's AI redesign (Image credit: Shutterstock)Again, Prime Video's AI overhaul is far from finalized, but one part of the redesign under consideration would introduce AI-powered content tiles that surface curated viewing suggestions, such as "1980s action movies" or "Christmas rom-coms," three people familiar with the discussions told Reuters. Netflix employs similar categories to help direct viewers find other movies and shows in genres they gravitate toward.The overhaul could also reshape how movies and TV shows are promoted on Prime Video. Right now, studios pay for premium placement on the service's homepage alongside recommendations generated by Amazon's algorithms, a practice that's standard among streaming platforms.Amazon has reportedly already begun testing early versions of the redesign with a limited group of users. However, the final product could still change based on tester feedback, budget considerations, or other internal factors. The redesigned interface would still include the standard search bar, along with a dedicated area at the top of the homepage to spotlight new releases and live events, including Amazon's exclusive "Thursday Night Football" broadcasts. Follow Tom's Guide on Google News and add us as a preferred source to get our up-to-date news, analysis, and reviews in your feeds. Subscribe to Tom's Guide on YouTube and follow us on TikTok. Finally, you can visit our dedicated Tom's Guide Savings Squad hub for expert help on getting the best products for less. Get instant access to breaking news, the hottest reviews, great deals and helpful tips.More from Tom's Guide5 best new movies to watch this weekend on Netflix, Apple TV, Prime Video and more (July 25-26)3 best new to Prime Video movies you should stream this weekend (July 24-26)5 Prime Video movies to stream before they leave in July 2026 Alyse Stanley is a news editor at Tom’s Guide, overseeing weekend coverage and writing about the latest in tech, gaming, and entertainment. Before Tom’s Guide, Alyse worked as an editor for the Washington Post’s sunsetted video game section, Launcher. She previously led Gizmodo’s weekend news desk and has written game reviews and features for outlets like Polygon, Unwinnable, and Rock, Paper, Shotgun. She’s a big fan of horror movies, cartoons, and roller skating. She's also a puzzle fan and can often be found contributing to the NYT Connections coverage on Tom's Guide