Principal UX Designer, Prime Video Experience Design (PVXD)

Are you interested in shaping the future of entertainment? Do you want to define the next generation of how and what Amazon customers are watching? Prime Video is changing the way people watch movies and TV. From one service, we"re delivering versatile ways to watch hundreds of thousands of movies, TV series, and live events on the web, mobile, and TV. Our service is available in more than 200 territories globally, and we"re just getting started.

Prime Video is seeking a Principal UX Designer for an experimental, forward-thinking design lab exploring the frontier of generative AI, conversational experiences, and emergent entertainment technologies. This is not a traditional design role; it"s a creative partnership at the edge of what"s possible.

You"ll be pushing the boundaries of what Prime Video can become in an AI-first world. You"ll hypothesize bold experiences - from conversations with AI characters inspired by entertainment properties to generative video and dynamic, personalized content - and bring them to life through rapid prototyping and iterative experimentation.

This role sits at the intersection of moonshot thinking and hands-on craft. You"ll be equally comfortable sketching a conversation flow with an LLM-powered character as you are pulling emerging generative tools (Runway, Luma AI, generative imagery platforms) into the product vision. You"ll think metamorphically - not anchored to what Prime Video is today, but what it could become tomorrow.

Key job responsibilities

Frontier Design & Experimentation:

• Design end-to-end experiences at the edge of emerging technology - from AI conversational characters to generative video and dynamic content experiences
• Partner closely with the team on ideation, prototyping, and risk-taking. This is high-ambiguity work; you thrive in ambiguity
• Hypothesize bold, testable ideas. Design for learning, not just execution: what can we learn from prototyping this experience?

Creative Prototyping & Tool Fluency:

• Be an eager coder and prototyper - you"re not just sketching; you"re building interactive experiences that bring ideas to life quickly
• Demonstrate fluency with emergent generative tools and platforms: Runway, Luma AI, generative imagery and video tools
• Push the boundaries of what we can design with generative AI - conversation design, visual generation, adaptive experiences

Conversational & AI-Driven Design:

• Design conversational experiences that feel human, engaging, and true to character - whether that"s dialogue with an AI character or natural interactions with an AI assistant
• Partner with LLM/Science teams on conversation design, prompt engineering for character voice, and user intent flows
• Bring strong design flair and craft to AI experiences - they should feel premium, not experimental

Vision & Advocacy:

• Be a thought leader on how Prime Video should evolve in an AI-first world. Don"t just execute; push back and advocate for bold directions
• Present work and strategic thinking to leadership. Help the organization see what"s possible, not what"s safe
• Mentor and inspire other designers on the broader team - pull the frontier back into the core product
• Raise the bar for how AI and generative technology are designed into experiences

Strategic Collaboration:

• Work independently on meaty, complex projects end-to-end, but also ideate and prototype rapidly with leadership
• Partner with Product, Engineering, and Science teams to help them visualize new possibilities
• Connect learnings from Vault 76 back to the broader Prime Video experience roadmap