July 8, 2020
In a surprise, Amazon Prime Video has begun for the first time offering subscribers access to multiple user profiles on the platform. The profiles enable Prime Video subs to create and manage multiple profiles within their account with content personalized separately to each profile.
The profiles are rolling out in phases, which means not all Prime Video subs will immediately see the feature on their home screen.
Similarly to Netflix, Prime Video user profiles offer separate recommendations, season progress and Watchlists based on individual profile activity. Users can have up to six profiles — one primary profile and five additional profiles — which can be a mixture of adult or children within Prime Video on a single Amazon account.
Prime Video users will be able to create and manage profiles on the Android and iOS versions of the Prime Video app, as well as on the Web, on 10th-generation or higher Fire tablets, and select Living Room devices, such as PlayStation 4. Prime Video users will also be able to create and manage profiles using the Prime Video app for Fire TV.
Amazon Prime Video launched in 2006 as Amazon Unbox in the United States. It was then renamed Amazon Instant Video on Demand. After acquiring U.K. streaming and DVD-by-mail service LoveFilm in 2011, Prime Video was added to Prime in the United Kingdom, Germany and Austria in 2014. The service launched worldwide in 2016 with the exception of China, Cuba, Iran, North Korea and Syria.