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AI-Powered Home Entertainment
AWS is enabling new immersive entertainment experiences delivered by Amazon
Prime Video Innovation
AWS makes streaming shows with Prime Video more engaging, interactive, and immersive
X-Ray Recaps
X-ray Recaps lets viewers quickly catch up on their TV shows with concise, spoiler-free summaries. By generating recaps of memorable moments and important plot points, customers can seamlessly jump back into what they were watching—all within the Amazon Prime Video streaming experience.
Powered by a combination of Amazon Bedrock managed foundation models and custom AI models trained using Amazon SageMaker AI, X-Ray Recaps works by analyzing various video segments. Combined with subtitles or dialogue, it generates detailed descriptions of key events, places, times, and conversations. Amazon Bedrock Guardrails are applied to verify that summaries remain spoiler-free.
Learn more: Prime Video’s new feature uses generative AI to recap what you’re watching
Shop the Show
Shop the Show, or shoppable video, helps viewers discover products from their favorite series, movies, and live sports. By typing "shop the show" in the Amazon Shopping app search bar on their mobile device while watching Prime Video, viewers can instantly access a curated landing page of related products—such as character bobbleheads, LEGO sets depicting iconic film scenes, or official team merchandise. Customers can browse and shop seamlessly without pausing their content, ensuring they never miss a moment of the action.
The Shop-the-Show companion experience is built with AWS services including AWS AppSync to keep the dual-screen synchronization running smoothly and AWS Glue to prepare and integrate all the data. Scene detection is handled through the Prime Video X-Ray system built with Amazon Bedrock. Shop-the-Scene gets the frames from X-ray and uses them as ingress points to let customers open the Amazon Lens AI flow for product matching.
High-quality streaming
Prime Video leverages AWS Elemental services to deliver reliable, high-quality live streaming experiences to tens of millions of viewers globally. The platform uses AWS Elemental MediaLive for live encoding and transcoding, AWS Elemental MediaPackage for packaging and origination, and AWS Elemental MediaConnect for secure video transport. Deployed across multiple AWS Regions with in-region redundancy, this architecture achieves 99.999% availability—less than 26 seconds of downtime monthly. Combined with AWS CloudFront for content delivery, AWS Elemental powers major events like Thursday Night Football, streaming to 10s of millions of concurrent viewers with broadcast-quality reliability.
Sports fan engagement
Prime Video Sports delivers high-quality sports coverage with innovative viewing experiences across various sports. To enhance fan engagement, Prime Video built an Event Detection and Classification, or EDC, solution that automatically identifies and captures important plays and moments as they happen during live games—such as slam dunks, lead-changing three-pointers, and fouls.
Rapid Recap
Rapid Recap helps NBA and NFL fans catch up on the action quickly by compiling a full recap of the most important highlights they missed before joining the livestream. Once caught up, fans are automatically dropped into the live action. Rapid Recap is powered by Prime Insights Event Detection and Classification, built with AWS, which automatically tags and categorizes every moment of the game.
Key Moments
During playback, customers can re-watch their favorite moments of the game by pressing up on their remote. The Event Detection and Classification system populates the list of moments available for on-demand viewing. During live games, Prime Video uses internal AI models to detect and surface the most impactful plays—like clutch three-pointers, momentum swings, and spectacular dunks—that fans can replay or browse in real time.
Event Detection and Classification built with AWS
The EDC system leverages a combination of in-play metadata and vision models running on AWS to accurately classify each play. The solution processes sports events and live video feeds to identify key moments within the game stream. Multiple models running on Amazon SageMaker AI and Amazon Bedrock then analyze these moments to generate clips for individual events. Finally, all plays—or a selected subset—along with their metadata (including player names and play types) are published to Amazon SNS and Amazon S3.
Prime Video Burn Bar
Burn Bar enhances the NASCAR viewing experience by providing real-time insights into fuel strategy—a critical race-within-the-race dynamic. The feature displays each driver's fuel consumption rates, revealing who's conserving fuel versus burning through it aggressively. These strategic trade-offs often determine race outcomes, and Burn Bar brings fans directly into this high-stakes decision-making as it unfolds on track.
Real-time racing analytics built with AWS
The real-time analytics that drive the Prime Video Burn Bar experience rely on a sophisticated racing data management architecture with several key AWS service elements. Amazon ECS and AWS Fargate enable the high-performance computing infrastructure needed to handle the uninterrupted data collection and processing of complex telemetry data for every car and pit crew throughout the race. Amazon Kinesis Data Stream handles real-time data collection and downstream data processing and analysis workflows.
Cloud gaming
Luna allows gamers to play console-quality games anywhere on a device they already own, without a console or a gaming PC. Prime members can launch Luna on their Fire TV, smart TV, or tablet, and start playing in seconds.
GameNight
GameNight is a collection of social games to play with family and friends that reimagines the fun of playing games together in the living room. It is available to Amazon Prime customers at no additional cost, and Luna made it as easy as possible for everyone to play together in minutes. With all GameNight games, the smartphone is each player’s controller for experiences centered around the living-room TV, and anyone in the room can join the fun simply by scanning a QR code with their phone.
AI-enabled games
AI-enabled games like Courtroom Chaos: Starring Snoop Dogg showcase AI-powered gameplay with intelligent characters that adapt seamlessly to scenarios based on players' unpredictable actions. In the game, players are randomly assigned roles as plaintiff, defendant, or witnesses, but they control everything from there—deciding their personas and arguing their courtroom case while the AI facilitates. For example, if one player chooses to be a metal band drummer and another a Neanderthal nerd, the AI might generate a scenario involving a museum heist where cavemen thieves steal a rare Jimi Hendrix guitar. AI Judge Snoop then interacts with the players, offering comical reactions and banter in response to the arguments they make throughout the case.
Game streaming built with AWS
Amazon Luna enables users to stream gameplay directly to their devices without requiring downloads or expensive hardware. Built on Amazon EC2 instances powered by NVIDIA GPUs, Luna is optimized for the high-performance processing that modern games demand. Luna leverages AWS services to deliver low-latency streaming, particularly in urban areas through AWS Local Zones. Its direct-to-cloud controller communication system minimizes latency between the controller and game, ensuring responsive and immersive gameplay.
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