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Prime Video — Company research | Choice 47 Choice score Out of 100

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Reuters reported that Jeff Bezos urged Prime Video chief Mike Hopkins to scrap earlier redesign plans after a contentious presentation last autumn, launching the Lighthouse project. Proposed features include AI-personalized recommendations and voice search; Amazon was testing versions, but the final design remained undecided and could change. Amazon declined to comment.

You decide AI & automation
Sources
https://www.cnbc.com/2026/07/23/amazons-bezos-pushes-prime-video-redesign-focused-on-ai.html
The Amazon founder and executive chairman pushed Prime Video head Mike Hopkins to overhaul the streaming service so that AI is front and center, according to four people with direct knowledge of the matter.

Consumers alleged Amazon unlawfully disclosed identifiable Prime Video viewing information to affiliates without consent. A Washington federal judge dismissed the amended suit with prejudice, finding the allegations showed only a possibility of disclosure, not a plausible affirmative disclosure. The plaintiffs appealed to the Ninth Circuit in June 2025; substantive appellate arguments had not yet been filed.

Against Privacy & surveillance
Sources
http://web.archive.org/web/20240312032607/https://www.law360.com/articles/1812074/amazon-prime-video-viewing-data-sparks-privacy-fears
By Greg Lamm (March 11, 2024, 10:27 PM EDT) -- Amazon is accused of illegally disclosing a virtual "warehouse" of private customer data, including what movies subscribers watch on Prime, without letting consumers opt out, according to a proposed class action filed in Washington federal court....
https://www.mediapost.com/publications/article/407038/prime-video-subscribers-aim-to-revive-privacy-batt.html
Amazon Prime Video consumers will ask a federal appellate court to revive a claim that the company violated their privacy by allegedly sharing information about their online video viewing with Amazon affiliates.
https://www.mediapost.com/publications/article/406306/
A federal judge has tossed a lawsuit claiming that Amazon violated Prime Video users' privacy by allegedly sharing information about their online video-viewing with companies affiliated with Amazon.

In a letter described by Newsweek in December 2023, New York Assemblymember Charles D. Lavine criticized Amazon’s continued sale of merchandise bearing “from the river to the sea, Palestine will be free” and urged chairman Jeff Bezos to halt sales. Lavine called the items “death glorifying”; the report said vendors had listed such garments on Amazon.

Against Israel & Palestine
Sources
https://www.newsweek.com/amazon-prime-video-ad-plan-prompts-backlash-1855720
This isn't the first time that Amazon has received backlash as in November, people were upset with the company for selling pro-Palestinian merchandise.

A proposed class action filed in Washington federal court on August 22, 2025, alleges Amazon misleads customers by calling films and shows “buy” purchases when they are revocable viewing licenses. Plaintiff Lisa Reingold says she lost access to a title she bought. The suit seeks unspecified damages; Amazon did not respond to the reporter’s request for comment.

Against Corporate conduct
Sources
https://www.hollywoodreporter.com/business/business-news/prime-video-lawsuit-movie-license-ownership-1236353127/
A suit challenges Prime Video telling people they can "buy" a movie when they're purchasing a license to watch it for a period of time.

In June 2021, Latasha Gillespie’s team created an Amazon Studios Inclusion Policy & Playbook, with goals including at least 20% women and non-binary people from underrepresented racial and ethnic groups in casting and similar targets for off-camera roles. Gillespie, who leads global DEI for Amazon Studios, Prime Video and IMDb, said the policy was developed with creators’ input.

In favor Workplace equity
Sources
https://ew.com/tv/latasha-gillespie-amazon-prime-video-diversity-inclusion/
In June 2021, Gillespie's team created an Inclusion Policy & Playbook, detailing how Amazon Studios would disrupt the biases that occur across the lifecycle of a series or movie, from the first inkling of a concept to viewers streaming the content on Prime Video. Working with creators like Riz Ahmed, Jenny Han, Lizzo, Rachel Brosnahan, Gloria Calderón Kellett, and more, Gillespie and her team developed clear directives to reach their goals including, a minimum of 20 percent women and non-binary people from underrepresented races and ethnicities in casting, and similar goals for off-camera roles above and below the line.

On Dec. 12, 2024, AP reported that Amazon planned to donate $1 million to President-elect Donald Trump’s inauguration fund. The company also confirmed it would stream the inauguration on Prime Video, an in-kind contribution AP valued at another $1 million. The cash donation was a plan, not a reported completed payment.

You decide Political spending
Sources
https://apnews.com/article/trump-meta-zuckerberg-inauguration-donation-c540bf7c638def11b8428e633965c718
NEW YORK (AP) — Amazon is planning to donate $1 million to President-elect Donald Trump’s inauguration fund, a move that comes as major tech companies seek to improve their relationship with the incoming president.

Australia’s competition regulator alleges Amazon used unfair terms in Prime subscription contracts and later relied on them to introduce Prime Video ads in 2024. The ACCC sued two Amazon subsidiaries in the Federal Court. Its chair said she would seek a significant penalty and public admissions of wrongdoing; these are allegations, not court findings.

Against Corporate conduct
Sources
https://www.afr.com/companies/media-and-marketing/accc-sues-amazon-over-unfair-prime-video-advertising-changes-20260630-p60b78
The powerful chair of Australia’s consumer watchdog has declared she will seek a large penalty and public admissions of wrongdoing from Amazon after the US e-commerce giant introduced ads into its Prime Video service through allegedly unfair contracts with more than 1 million Australians.
https://www.bloomberg.com/news/articles/2026-06-29/amazon-sued-by-australian-consumer-watchdog-over-prime-video-ads
Amazon.com Inc. has been sued by Australia’s consumer watchdog for introducing advertising to its Prime Video streaming service and then forcing existing subscribers to pay more to avoid the ads.

In March 2022, Amazon suspended Prime Video access for customers in Russia and stopped shipping retail products to customers in Russia and Belarus. The company also halted new AWS sign-ups in both countries and stopped taking orders for its New World game in Russia. Amazon said it had no offices, infrastructure or data centers in Russia.

You decide Ukraine & Russia
Sources
https://www.marketwatch.com/story/amazon-halts-shipments-to-customers-in-russia-and-suspends-prime-video-access-over-ukraine-invasion-11646870997
Amazon.com Inc. has suspended shipments of retail products and access to Prime Video to customers in Russia, part of a broader effort by the company and other technology giants to remove ties with the country.
https://www.theverge.com/2022/3/9/22969220/amazon-russia-belarus-ukraine-invasion-prime-video-stops-sending-orders
Amazon is suspending shipments to Russia and Belarus due to the ongoing invasion of Ukraine, the company announced in a blog post (via Bloomberg). It’s also barring access to Amazon Prime Video in Russia.
https://techcrunch.com/2022/03/09/amazon-suspends-access-to-prime-video-in-russia/
Amazon is suspending access to Prime Video for customers based in Russia amid the country’s invasion of Ukraine. In a blog post about the announcement, the company also noted that it has suspended the shipment of retail products to customers based in Russia and Belarus. Amazon will also no longer be accepting new Russia and Belarus-based AWS customers and Amazon third-party sellers. In addition, the e-commerce giant will no longer be taking orders for “New World,” which is the only video game it sells directly in Russia.

Prime Video subscribers alleged that Amazon misled them by adding ads in 2024 and charging $2.99 monthly for ad-free viewing. Amazon said it had not promised an entirely ad-free service and could change membership benefits. Judge Barbara Rothstein ruled the ads were a benefit modification, not a price increase, and dismissed the consolidated case with prejudice after plaintiffs’ third attempt.

You decide Corporate conduct
Sources
https://variety.com/2024/digital/news/amazon-motion-dismiss-lawsuit-prime-video-ads-1236170304/
The Prime Video users who are suing Amazon “got exactly what they bargained for,” Amazon’s motion to dismiss said. ”One Prime benefit is access to Prime Video, a world-class streaming service with a massive library of movies, shows, and other digital content, including award-winning original and exclusive content.” In December 2023, Amazon announced to all Prime members that, beginning 30 days later, some Prime Video movie sand TV shows would also include ”limited advertisements.”
https://deadline.com/2025/07/class-action-suit-against-amazon-ads-prime-video-dismissed-1236461429/
In a ruling issued Wednesday (read it HERE), U.S. District Judge Barbara J. Rothstein rejected the claim that Amazon’s decision to start running ads in 2024 effectively represented a price increase for Prime members. Only by paying an additional $2.99 per month (on top of the annual $139 fee for Prime) could members opt out of advertising on film and TV titles, which the plaintiffs said forced them to pay more in order to continue the same video experience.
https://variety.com/2025/tv/news/amazon-class-action-lawsuit-prime-video-ads-dismissed-1236464245/
A lawsuit filed in February 2024 against Amazon on behalf of Prime Video users accused the company of false advertising and deceptive practices over the change by Prime Video to serve ads unless customers pay $2.99/month more. “For years, people purchased and renewed their Amazon Prime subscriptions believing that they would include ad-free streaming,” the lawsuit said. “But last month, Amazon changed the deal. To stream movies and TV shows without ads, Amazon customers must now pay an additional $2.99 per month… This is not fair, because these subscribers already paid for the ad-free version; these subscribers should not have to pay an additional $2.99/month for something that they already paid for.”
https://www.hollywoodreporter.com/business/business-news/amazon-prime-video-ad-tier-class-action-lawsuit-dismissed-by-judge-1236129881/
Amazon last year pivoted to making its ad tier the default for its over 100 million subscribers, which instantly turned the service into a streaming-ad juggernaut and the largest ad-supported subscription streamer. Users were required to pay an additional $2.99 per month to watch without ads.
https://variety.com/2024/digital/news/amazon-prime-video-ads-lawsuit-class-action-1235910694/
The suit was filed Feb. 9, after Amazon starting on Jan. 29 began running ads in Prime Video content in major markets including the United States unless users opt to pay extra ($2.99/month in the U.S.) to have an ad-free experience. Some analysts have forecast Prime Video ads generating more than $3 billion in revenue in 2024.
https://www.hollywoodreporter.com/business/business-news/amazon-prime-video-ad-tier-lawsuit-1235822779/
In 2023, Amazon, which declined to comment, announced plans to turn on ads for all Prime Video viewers. The platform last month rolled out the change, instantly turning the service into a streaming-ad juggernaut and the largest ad-supported subscription streamer. Users must pay an additional $2.99 per month to watch without ads.
https://www.newsweek.com/amazon-prime-video-ad-plan-prompts-backlash-1855720
After Amazon announced that Prime Video will start showing ads with its content on January 29, 2024—as well as become more expensive—there has been strong backlash online.
https://www.newsweek.com/amazon-prime-video-ad-plan-prompts-backlash-1855720
"This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time," the company said in an email to customers.

Security researcher Anurag Sen found an internet-accessible Amazon server without password protection containing about 215 million pseudonymized entries on Prime Video viewing, devices and subscription details. Amazon said a deployment error had been resolved and no account or payment information was exposed. TechCrunch reported the database became inaccessible after it alerted Amazon.

Against Privacy & surveillance
Sources
https://techcrunch.com/2022/10/27/amazon-prime-video-server-exposed/
Security researcher Anurag Sen found a database packed with Amazon Prime viewing habits stored on an internal Amazon server that was accessible from the internet. But because the database was not protected with a password, the data within could be accessed by anyone with a web browser just by knowing its IP address.

Amazon hired former NBC News anchor Brian Williams to lead a live election-night special beginning at 5 p.m. Eastern on November 5, 2024, available to all Amazon customers through Prime Video. The Bulwark described the move as a push into live news, while noting the risks of polarized coverage and competition from established online news communities.

You decide Media & the press
Sources
https://www.thebulwark.com/p/prime-videos-election-night-plans
The other leg was live news. Lots of people hold on to cable because they want to be able to watch MSNBC or Fox News or CNN, and aren’t entirely sure how to replace that experience. But Amazon’s latest move—the hiring of Brian Williams to anchor election night coverage—is another blow aimed directly at the heart of the cable bundle. Reports Variety:

Amazon said its July 2024 Prime Video app redesign incorporated accessibility across navigation, interface and playback, including features such as Dialogue Boost and screen-reader annotations. Executives described collaboration with disability advocates, including the American Council for the Blind on audio descriptions. Amazon reported positive feedback but acknowledged more work remained.

In favor Corporate conduct
Sources
https://www.forbes.com/sites/stevenaquino/2024/07/23/amazon-executives-talk-refreshed-prime-video-app-accessibility-in-interview/
Soltanovich seconded Keshmiri’s comments, saying Amazon has a “pretty lengthy track record” of closely collaborating with disability advocacy organizations in developing critical accessibility features. He cited audio descriptions as a prime example; Amazon, he told me, worked closely alongside the American Council for the Blind in seeing the feature from conception to fruition, using part of the development process to garner feedback and hear concerns about implementation and execution. That the company taps disability experts such as those at ACB is a significant part of how the proverbial sausage is made. According to Soltanovich, Amazon is “consistently [reaching] out to make sure we do our best to represent [people] given all the information we’re receiving.”

On September 9, 2026, Prime Video announced AI and visual-effects technology that matches actors’ mouth movements to human-dubbed speech. The feature is available for the English dub of Maxton Hall seasons 1 and 2 worldwide; Prime Video said it plans to add more titles. The show’s third season was scheduled to get the feature on December 9.

You decide AI & automation
Sources
https://www.theverge.com/tech/991809/amazon-prime-video-ai-lip-sync-dubbing
Amazon’s Prime Video is launching a new AI-powered feature that lines up an actor’s mouth with “human-dubbed” audio. The feature is only available with the English dub of the German series Maxton Hall for now, but Prime Video plans to expand it to “additional titles” in the future.

Amazon said it would extend Prime membership to hourly workers who fulfill orders, ending their need to pay for their own memberships. The change was due to start early in 2025. The report also said Amazon had raised contracted delivery drivers’ wages to roughly $22 an hour the previous week as part of a $2.1 billion investment in its third-party logistics program.

In favor Labor & working conditions
Sources
https://mynorthwest.com/money/prime-time-at-amazon-new-benefits-for-warehouse-workers/3988887
Last week, Amazon raised wages for its contracted delivery drivers to roughly $22 an hour as part of a $2.1 billion investment this year into its third-party logistics program. The wage hikes come as Amazon prepares for the peak holiday shopping season, a period when retailers typically see a surge in online shopping.

Amazon announced on Sept. 18, 2024, that average base pay for its U.S. front-line warehouse employees would rise to more than $22 an hour, from about $20.50. The report said Prime membership was a small part of a broader compensation package that also included health care and a 401(k) match.

In favor Labor & working conditions
Sources
https://mynorthwest.com/money/prime-time-at-amazon-new-benefits-for-warehouse-workers/3988887
Amazon announced Wednesday it is raising wages for its hourly warehouse workers. The average base pay for front-line employees in the U.S. will increase to more than $22 an hour, up from roughly $20.50 an hour, the company said.

On Jan. 10, 2024, Amazon said it would eliminate several hundred jobs at Prime Video and Amazon MGM Studios after reviewing its business. Senior vice president Mike Hopkins said the company would reduce or end some investments while focusing on content and product initiatives; Amazon did not specify which investments or how many jobs at its Culver City offices would be affected.

Against Labor & working conditions
Sources
https://www.latimes.com/entertainment-arts/business/story/2024-01-10/amazon-mgm-studios-and-prime-video-lay-offs
” [W]e’ve identified opportunities to reduce or discontinue investments in certain areas while increasing our investment and focus on content and product initiatives that deliver the most impact,” wrote Mike Hopkins, senior vice president of Prime Video and Amazon MGM Studios, in a note to staffers.

In April 2018, Prime Video made 58 Outfest LGBTQ film selections available to Prime members at no extra cost, with six more scheduled to arrive in the following weeks. Filmmakers or rights holders published the titles through Prime Video Direct, which paid royalties based on viewing time.

In favor LGBTQ+ policies
Sources
https://www.yahoo.com/entertainment/amazon-prime-video-getting-60-202744953.html
Amazon's Prime Video is now streaming 58 official-selection feature films from Outfest LGBTQ film festivals — with six more coming soon — available to Prime members at no additional cost.

TV Guide reported on Sept. 21, 2020, that Amazon would make *All In: The Fight for Democracy* available without a subscription on Prime Video from Sept. 22, in support of National Voter Registration Day. The documentary examines voter suppression and features Stacey Abrams; it was also to stream free on YouTube, Twitch and Twitter.

In favor Elections & voting
Sources
http://web.archive.org/web/20201003072629/https://www.tvguide.com/news/how-to-watch-all-in-the-fight-for-democracy-for-free-on-amazon-prime/
The voting rights documentary All In: The Fight for Democracy will be available to stream for free and without a subscription on Amazon Prime Video on Tuesday, Sept. 22, according to Variety. The documentary is being made available at no charge in support of National Voter Registration Day. In addition to streaming on Amazon, it will also be available to stream for free on YouTube, Twitch, and Twitter.

On September 18, 2024, Amazon announced an updated package for hourly employees in its fulfillment and transportation network. The plan includes a free Prime subscription—described by the company as available to U.S. hourly team members for as long as they work at Amazon—and a $1.50 pay increase. The subscription benefit was set to begin early the following year.

In favor Labor & working conditions
Sources
https://mynorthwest.com/money/prime-time-at-amazon-new-benefits-for-warehouse-workers/3988887
You may have believed it was already standard practice, but Amazon employees are getting a new perk: a free Prime subscription. The service, which costs $140 a year, offers speedy shipping and video streaming, among other perks.
https://mynorthwest.com/money/prime-time-at-amazon-new-benefits-for-warehouse-workers/3988887
The e-commerce giant announced an updated pay and benefits package for hourly employees in its fulfillment and transportation network Thursday morning.

On August 19, 2026, Prime Video briefly streamed Jason Statham’s Mutiny, which was scheduled for an exclusive theatrical release that Friday. The Verge verified the full 1-hour-35-minute film was available before being marked unavailable. Amazon, the production companies and distributor Lionsgate had not commented on the leak, according to the report.

Against Corporate conduct
Sources
https://www.avclub.com/prime-video-leaked-jason-statham-thriller-mutiny
Prime Video's leaky ship released Jason Statham's boat thriller, Mutiny, two days early
About & ownership
Category
Electronic Entertainment
Website
primevideo.com
Alternatives to Prime Video