Industry findings show Amazon gaining traction in planned purchases, reflecting a trend toward integrated physical and digital experiences with flexible payment options.

The Lighthouse redesign could replace the fixed grid with AI-generated tiles, potentially incorporating Alexa voice search into discovery and highlighting events like Thursday Night Football.

Design options under Lighthouse include AI-driven tiles with personalized viewing prompts, potentially moving away from traditional text-heavy tiles while preserving core search functionality.

Amazon plans a major Prime Video redesign, codenamed Lighthouse, centered on artificial intelligence to showcase the company’s AI capabilities to its more than 200 million Prime Video users.

Lighthouse sits within a broader push to strengthen Amazon’s AI position against competitors like OpenAI and Anthropic, and to complement AI upgrades across products such as a more conversational Alexa.

The move aligns with shifting consumer behavior, with shoppers increasingly following the retailer that best fits each purchase, not just seeking convenience.

Some previews indicate the new design may pivot toward less text-heavy tiles, while others reference themes like “action movies from the 1980s.”

The redesign would keep a traditional search function but expand space for new releases and live content, including Amazon’s Thursday Night Football.

Visibility would shift from fixed homepage ads to algorithmic ranking, meaning studios’ placements depend on an AI-determined order rather than guaranteed slots.

There is cautious optimism that AI-driven personalization could improve recommendations and reduce paid prioritization, though skepticism remains about eliminating paid scroll fatigue entirely.

The initiative sits within a broader AI and copyright context, including prior challenges like lawsuits over AI-generated content.

Testing is underway with a limited group of users to gather feedback before any broader rollout.