Project Lighthouse: Bezos-led Prime Video overhaul puts AI front and centre

Amazon's billions of dollars in AI investments could soon become more visible on Prime Video, as Executive Chairman Jeff Bezos has reportedly directed Prime Video chief Mike Hopkins to overhaul the streaming platform with artificial intelligence at its core, according to Reuters.

The revamp, internally known as Project Lighthouse, aims to integrate AI deeply into the streaming experience. The initiative reportedly stemmed from a presentation Prime Video executives made to Bezos last autumn that turned contentious.

According to people familiar with the matter, Bezos was dissatisfied that Hopkins' strategy for updating the service failed to adequately showcase Amazon's AI capabilities, particularly in personalization. His feedback prompted Prime Video executives to abandon their earlier roadmap and instead pursue Project Lighthouse.

Heavy investment in the platform

Amazon has committed around $200 million in capital expenditure this year, primarily to develop AI services, while also investing an estimated $23 billion in OpenAI and Anthropic combined.

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Project Lighthouse is expected to deliver far more than cosmetic changes. The redesigned platform will introduce a range of AI-powered features designed to better understand viewers' preferences and respond to spoken requests. While the traditional search bar will remain, Amazon is already testing early versions of the redesign with a limited number of users. The final product could evolve further based on user feedback.

Bezos spearheading the overhaul

Unlike many other initiatives at Amazon, Bezos is said to be personally involved in the Prime Video overhaul, underscoring the importance of the project as the company works to strengthen its AI credentials. Improved personalization could encourage users to spend more time on the platform.

Beyond content recommendations, Amazon also plans to integrate Alexa into Prime Video as part of Project Lighthouse. The company previously rolled out Alexa integration across its main shopping platform in May 2026.

Prime Video's market position

Despite ranking fourth among US streaming services with a 4.2% share of television viewing, Prime Video remains a strategic business for Amazon. The company has invested heavily in entertainment through its MGM acquisition and Oscar-winning productions, and is now looking to deepen viewer engagement through AI-powered personalization.

If Project Lighthouse delivers on its ambitions, Prime Video could strengthen its position in the increasingly competitive streaming market and usher in a new era of AI-driven entertainment.