Amazon Tests an AI-First Prime Video Redesign With Alexa Search Under Consideration

Amazon is reportedly testing a major Prime Video redesign built around more personalized recommendations and artificial intelligence.

Reuters reported on July 23, 2026 that the internal project is called Lighthouse. According to four people with direct knowledge of the work, Amazon founder and executive chairman Jeff Bezos pushed Prime Video leadership to make AI a more visible part of the service.

The project could eventually change how viewers browse Prime Video, receive film and television recommendations, and search by voice. It is also important to keep the current status clear. Amazon declined to comment, the final design has not been settled, and the company has not announced a public release date.

What Project Lighthouse may change

Reuters says Lighthouse covers a broad group of features intended to improve Prime Video recommendations by learning more about viewer preferences and responding to spoken requests.

The work includes a redesign of the main Prime Video homepage. One design discussed internally used AI-generated recommendation groups based on specific interests, such as films from a particular decade or a narrow type of seasonal movie.

Those examples should not be treated as a picture of the final interface. Reuters reports that Amazon is considering multiple versions and that at least one current design does not use text-heavy recommendation tiles.

The traditional search function is expected to remain. The familiar promotional area for major releases and live events may remain as well. The reported change is therefore not the removal of normal Prime Video browsing. It is a possible new layer of personalization across the homepage and search experience.

Alexa could become part of Prime Video search

Amazon has also discussed integrating Alexa into Prime Video’s search function as part of Lighthouse.

That could let viewers describe what they want in a more conversational way instead of entering an exact title, actor, or genre. Reuters says the project is designed in part around spoken requests, but it does not describe the final commands, supported devices, languages, or regions.

Alexa already plays a visible role on Fire TV. Alexa+ can provide personalized viewing suggestions and, for supported Prime Video films, jump directly to a scene described by the viewer. The reported Lighthouse work would be different. It would place Alexa more directly inside Prime Video’s own search and discovery system.

That distinction matters because an Alexa feature available through Fire TV is not automatically the same as Alexa built into the Prime Video app. The Prime Video app also reaches televisions, phones, tablets, game consoles, and other streaming platforms that do not use Fire TV as their operating system.

Amazon is already testing versions

Reuters reports that versions of the redesign are being tested with a small number of users.

This is meaningful evidence that Lighthouse has moved beyond an internal presentation, but a limited test is not a general rollout. Amazon can change the design, narrow the project, delay it, or decide not to release individual features after reviewing test results.

There is no announced way to join the test. Amazon has not published a compatibility list or said whether the test is limited by country, device, account, or Prime Video app version.

Fire TV owners should therefore not expect a software update or a new setting to appear immediately. If Lighthouse reaches customers, it could arrive through an updated Prime Video app or service-side change without altering the Fire TV operating system.

This is separate from the Fire TV home redesign

Prime Video and Fire TV are closely connected, but they are not the same interface.

Amazon is already rolling out a redesigned Fire TV experience to existing third-generation Fire TV Cubes. That update changes the device home screen, navigation, app row, content categories, and shortcut panel.

Lighthouse is reported as a redesign of Prime Video. It would affect browsing inside the streaming service rather than replacing the Fire TV home screen or moving a device between Fire OS and Vega OS.

The separation is easy to miss because Prime Video is one of the most prominent apps on Fire TV. FTVDB also recently covered Amazon Luna games appearing inside Prime Video, which added another major function to the app. Lighthouse points toward a broader change in how the app organizes and recommends its core film and television catalog.

Why the redesign could matter

Finding something to watch remains one of the most difficult parts of using a large streaming library.

Better personalization could reduce repetitive browsing and make recommendations respond more directly to a household’s interests. Spoken requests could also make search easier for viewers who find television keyboards slow or difficult to use.

The same changes create questions that Amazon will need to answer. A shared television may represent several viewers with different tastes. Customers will need to understand whether recommendations come from an individual profile, a household history, or broader account activity.

Prime Video also combines content included with Prime, paid rentals and purchases, advertising, and optional channel subscriptions. A more personalized homepage will be most useful when it continues to make those differences clear and does not make a paid placement look like a neutral recommendation.

Reuters notes that studios currently pay for valuable placement on streaming homepages. A stronger emphasis on personalized recommendations could change how that space is divided between promoted content and titles selected for an individual viewer.

What viewers should watch next

The first detail to watch is whether Amazon publicly confirms Lighthouse and explains where the redesign will appear.

The second is the role of Alexa. Amazon has discussed connecting the assistant to Prime Video search, but that discussion is not a confirmed feature or a promise of availability on every Fire TV device.

The third is transparency. Viewers should be able to tell why a title is being recommended, whether it costs extra, and which profile or viewing history influenced the result.

For now, the confirmed facts come from credible roadmap reporting rather than an Amazon launch announcement. Amazon is testing versions of an AI-focused Prime Video redesign, personalized recommendations and spoken requests are part of the reported work, and Alexa search integration has been discussed.

If those ideas reach a broad release, Prime Video on Fire TV could become more conversational and more heavily personalized without requiring a new streaming device or a change to the underlying operating system.