Prime Video profile

Prime membership, advertising, rentals, purchases and channel subscriptions contribute revenue.

Amazon.com, Inc.: USD 716.92 billion revenue in the year ended 2025-12-31. Net income: USD 77.67 billion. Group/company figures.

10.83% net margin for the year ended 2025-12-31: reported net income divided by revenue.

Amazon.com, Inc. (AMZN), 2026-10-16 snapshot: USD 250.00 per share. Market capitalisation: USD 2.70T.

Prime Video earns through subscriptions, ads, rentals and channels—and helps keep people inside Amazon’s wider membership and shopping ecosystem.

• JP

  Jeffrey P. Bezos

  Amazon’s founder, identified in the proxy as a major individual beneficial shareholder.

  Equity percentage

  8.8%

  Disclosure as of

  24 February 2026

  Dated beneficial ownership, not a live position.

  Sources (1)

  • Amazon.com, Inc. — proxy ownership tablePrimary regulatory filing · accessed 18 October 2026
• B

  BlackRock

  An investment-management group reporting voting or investment authority over shares held through managed portfolios. The position is not all the manager’s own economic wealth.

  Equity percentage

  5.9%

  Disclosure as of

  24 February 2026

  Underlying position date

  31 December 2023

  The proxy cites a December 2023 underlying position.

  Sources (1)

  • Amazon.com, Inc. — proxy ownership tablePrimary regulatory filing · accessed 18 October 2026

X-Ray Recaps and Video Recaps use AI to summarise storylines. Amazon is also connecting Prime Video discovery with products, linking entertainment and shopping more closely.

Amazon builds the Prime Video experience around its wider AI, retail and advertising infrastructure. X-Ray also draws on IMDb information.

Amazon’s privacy notice describes purchase, viewing, device and interaction data used for service delivery, recommendations, advertising and other stated purposes, including developing AI services. Prime Video’s provider page identifies the applicable entity and policies by country. Check the exact channel and payer when cancelling.

Licensed programmes, Amazon productions, user ratings and generated recaps are separate editorial layers. A recap can be edited or improved without changing the underlying episode.

Check whether a title is included, rented or part of another channel. Autoplay, viewing-history and subscription controls affect different parts of the experience.

10/25 points

Prime Video combines included viewing, advertising, rentals, purchases and channel subscriptions. The FTC’s September 2025 Amazon Prime settlement concerned enrolment and cancellation practices.

10/25 points

Amazon’s privacy notice describes purchase, viewing, device and interaction data used for service delivery, recommendations, advertising and other stated purposes, including developing AI services. Prime Video’s provider page identifies the applicable entity and policies by country. Check the exact channel and payer when cancelling.

20/25 points

Included viewing and separately charged content can appear in the same service.

15/25 points

Check whether a title is included, rented or part of another channel. Autoplay, viewing-history and subscription controls affect different parts of the experience.

Higher-scoring options for a comparable use:

• Disney+ — 70/100 versus 55/100

  Comparable use case: on-demand film and TV viewing

  On-demand film and tv viewing: 70/100 compared with 55/100. Familiar characters lower the risk of pressing play—and make the next franchise chapter hard to ignore.

  Sources (3)

  • Disney+ — Trust evidencePublic primary documentation · accessed 18 October 2026
  • Disney+ — official product pagePrimary product · accessed 18 October 2026
  • Disney+ — Apple App StorePrimary store metadata · accessed 18 October 2026

• Netflix — 70/100 versus 55/100

  Comparable use case: on-demand film and TV viewing

  On-demand film and tv viewing: 70/100 compared with 55/100. Even the poster pitching a film can be part of the recommendation.

  Sources (4)

  • Netflix — Trust evidencePublic primary documentation · accessed 18 October 2026
  • Netflix — Trust evidencePublic primary documentation · accessed 18 October 2026
  • Netflix — official product pagePrimary product · accessed 18 October 2026
  • Netflix — Apple App StorePrimary store metadata · accessed 18 October 2026

A familiar series, personalised suggestion or easy recap rewards another visit. Included titles sit alongside paid rentals and channels, expanding the next offer.

Release promotions, homepage recommendations and reminders make the next show visible before you go looking for it.

Autoplay, Continue Watching and AI recaps reduce the effort of returning to a story. X-Ray answers curiosity without leaving the video.

Ratings, cast connections and prominent franchises help people choose. Shared favourites make another series part of the conversation.

Leaving dates, limited offers and unfinished seasons put time around the decision. Extra channels also turn a viewing choice into another recurring subscription.