Jeff Bezos Pushes AI-First Redesign of Prime Video Under Codename “Lighthouse”
Jeff Bezos Pushes AI-First Redesign of Prime Video Under Codename "Lighthouse"
Amazon founder Jeff Bezos is driving a major AI-focused overhaul of Prime Video, internally called Lighthouse, aiming to showcase the company’s massive artificial intelligence investments to over 200 million users.
San Francisco, 24th July 2026
Amazon founder and executive chairman Jeff Bezos has identified Prime Video as a new, high-profile platform to showcase the hundreds of billions of dollars the company has invested in artificial intelligence. According to people familiar with the matter, Bezos pushed Prime Video head Mike Hopkins to overhaul the streaming service so that AI takes centre stage. The resulting initiative, known internally as Lighthouse, is designed to highlight Amazon’s AI capabilities to the more than 200 million consumers who use the platform.
The project is being viewed as a critical piece of Amazon’s broader effort to strengthen its position in artificial intelligence, especially as rivals such as OpenAI and Anthropic continue to advance rapidly. The push comes even as some of Amazon’s other AI efforts, including the multiyear overhaul of its Alexa voice assistant, have delivered mixed results, with the unit reportedly still operating at a loss.
Sources say Bezos was displeased that earlier plans presented by Hopkins’ team failed to adequately spotlight the platform’s AI and personalisation capabilities, prompting executives to scrap those plans in favour of the Lighthouse redesign. Amazon has committed close to $200 billion in capital expenditure this year, largely directed toward AI development, in addition to a combined $23 billion investment in OpenAI and Anthropic, with the potential for tens of billions more.
The Lighthouse redesign is expected to introduce a wide range of AI-driven features aimed at improving film and TV recommendations by learning viewer preferences, along with support for voice-based search requests. Amazon has also discussed integrating its Alexa voice assistant into Prime Video’s search function as part of the overhaul, building on the generative AI version of Alexa introduced to its shopping platform earlier this year. Prime Video’s global design head, Kam Keshmiri, is said to be leading the redesign’s execution, though the final interface has yet to be finalised.
