Principal UX Designer, Prime Video Experience Design (PVXD)

Amazon • Culver City, CA

8d • $164,000 - $244,000 • Onsite

About The Position

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.

Requirements

• 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 tools

Nice To Haves

• 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 equivalent

Responsibilities

• 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?
• 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
• 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
• 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
• 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

Benefits

• 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
• parental leave

What This Job Offers

• Job Type: Full-time
• Career Level: Principal