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 responsibilitiesFrontier 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 experiencesConversational & 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 experimentalVision & 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 experiencesStrategic 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 roadmapBasic qualifications* 12+ years of professional UX/product design experience, with demonstrated expertise in creating innovative, customer-centric experiences at scale* Strong portfolio showcasing bold, innovative design work with exceptional visual craft and attention to detail* Hands-on prototyping skills — you build, not just sketch. Comfortable coding, using design tools, and pulling in new technologies* Proven ability to thrive in high-ambiguity environments and define strategy from first principles* Track record of advocating for and shipping innovative experiences* Experience designing conversational interfaces, AI-powered experiences, or voice interactions* Ability to lead design direction and set a creative vision without management responsibilities* Excellent communication and presentation skills — can articulate complex thinking simply* Proficiency with modern design tools (Figma, Prototyping, etc.) and emerging generative AI toolsPreferred qualification * Experience in entertainment, gaming, or streaming media* Portfolio evidence of AI, generative tech, or experimental product design* Background in designing for new platforms or emerging technologies* Experience with generative video, AI character design, or conversational AI* Familiarity with prompt engineering, LLM interaction design, or AI-driven personalization* Comfort with code — Python, JavaScript, or prototyping languages* Track record of influencing org-wide design culture or pushing the industry forward* Master's degree in Design, HCI, or equivalentAmazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.Los Angeles County applicants: Job duties for this position include: work safely and cooperatively with other employees, supervisors, and staff; adhere to standards of excellence despite stressful conditions; communicate effectively and respectfully with employees, supervisors, and staff to ensure exceptional customer service; and follow all federal, state, and local laws and Company policies. Criminal history may have a direct, adverse, and negative relationship with some of the material job duties of this position. These include the duties and responsibilities listed above, as well as the abilities to adhere to company policies, exercise sound judgment, effectively manage stress and work safely and respectfully with others, exhibit trustworthiness and professionalism, and safeguard business operations and the Company’s reputation. Pursuant to the Los Angeles County Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at .USA, CA, Culver City - 164,000.00 - 221,800.00 USD annuallyUSA, CA, San Francisco - 180,300.00 - 244,000.00 USD annuallyUSA, WA, SEATTLE - 164,000.00 - 221,800.00 USD annually