Amazon Project Lighthouse: Bezos pushes AI-first Prime Video home — still unreleased
Prime Video’s grid may be on death row. Multiple outlets citing people familiar with Amazon say Jeff Bezos personally rejected an earlier Prime Video redesign for not putting AI front and center — kicking off Project Lighthouse, an overhaul meant to showcase Amazon’s AI spend to 200M+ Prime Video users.
Unconfirmed product: Amazon has not announced Lighthouse, a public beta, or a ship date. Treat feature lists (AI tiles, Alexa search, fewer paid placements) as insider reporting until Amazon posts release notes.
What testers are supposedly seeing
Reporting describes AI-driven home tiles and pre-filled prompts (“1980s action,” “Christmas rom-coms”), Alexa-powered voice search beside classic search, and pressure to shrink fixed studio placement slots in favor of algorithmic ranking. Design lead Kam Keshmiri is said to run day-to-day under Prime Video chief Mike Hopkins. Limited user tests are underway; final chrome is not locked.
Why Hollywood is nervous
Paid homepage real estate is how some titles buy visibility. If Lighthouse reweights toward model ranking, studio marketing budgets and Amazon’s ad-adjacent placement revenue both move. Netflix’s GenRec blog this week makes the same philosophical bet on the competitor side.
“Bezos pushed Prime Video… so that AI is front and center… Project Lighthouse.”
— Reuters / CNBC — exclusive reporting, Jul 23 2026
No download button yet. When the home row suddenly talks back, you will know Lighthouse left the lab.
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