Principal UX Designer, Prime Video

Principal UX Designer

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.

The Prime Video UX Design Studio is seeking a highly skilled, customer-obsessed Principal UX Designer to lead design direction for the core design systems and the experiences that define the customer's relationship with Prime Video. This role sits at the center of the Prime Video application, contributing to the foundational design experience that every feature team builds into, with a primary focus on living room and mobile platforms.

You'll move fluidly across the projects that need the most senior-level thinking and strategy, taking on complex problems end-to-end and bringing design leadership to the front. You'll contribute to the systems and experiences that make Prime Video feel personal: the design system, customer identity experiences like profiles, watchlists, and personal collections. You'll help drive cross-platform design excellence and help shape AI-enabled design practices, accessibility standards, and content design quality across the organization.

This is a hands-on, high-impact IC role, not a management position. Some weeks you'll take on meaty, complex projects end-to-end and run with them solo. Other weeks you'll be an ideation and visualization engine for the leadership team, rapidly sketching concepts, building prototypes, running workshops, and helping teams visualize north-star directions. You might produce a doc that humanizes complex thinking, a robust prototype demonstrating the potential in an idea, or a set of quick sketches that drive a critical decision. You'll partner closely with Product and Engineering counterparts and occasionally guide small teams of designers on scoped efforts, without carrying management responsibilities.

We believe the customer is more than an account. They're a person with needs, wants, and a desire to collect and curate their entertainment life. You'll push the boundaries of what each platform is capable of, identifying emerging capabilities and technologies that unlock novel experiences and interactions. You'll ensure our designs are grounded in the ingrained interaction patterns customers expect on each platform, and you'll raise the bar for platform-specific design excellence across the organization.

The right candidate leads by doing and has a passion for solving problems at massive scale. You excel through innovation, creativity, and attention to detail. You are a proven strategic thinker and collaborator who flourishes in a large organization. You sincerely believe that design is more than how something looks, but also how it feels and functions. You enjoy great design debates and thrive on iterating based on customer feedback. Come build the future of entertainment with us.

In order to be considered for this role you must have your portfolio URL in your resume.

Key job responsibilities:

• Be a strong design advocate across the entire Prime Video team and a bar raiser for quality of work.
• Contribute to the ownership and evolution of the Prime Video design system, driving adoption and consistency across all feature teams and platforms.
• Analyze customer problems and design delightful solutions that meet measurable business goals.
• Work closely with product teams to develop use cases and high-level requirements.
• Rapidly generate concepts, sketches, prototypes, and vision artifacts that help teams visualize direction and drive critical decisions, balancing speed with craft.
• Present design work to the user experience team, product team, and project stakeholders for review and feedback.
• Partner with development teams to build experiences: provide appropriate design specifications, create assets, and review finished interfaces.
• Hold design authority over how the Prime Video experience is shaped at the highest level, setting the standard for navigation, structure, and shared surfaces that feature teams build into.
• Drive cross-platform design excellence with a primary focus on living room and mobile, ensuring experiences are grounded in native interaction patterns while pushing the boundaries of what each platform is capable of. Uplevel the entire design org on platform-specific craft, especially for living room devices.
• Lead and facilitate design workshops, sprint-style ideation sessions, and north-star visioning exercises, translating complex strategic thinking into tangible, shareable artifacts.

About the team:

The Prime Video Experience Design team shapes entertainment for 205 million customers worldwide. Led by VP Kam Keshmiri, we're a centralized design organization transforming complexity into delightful, unified experiences. Our human-centered approach: learn with customers, iterate relentlessly, partner deeply with engineers, and balance innovation with business strategy. Work across four pillars—Global App Experience, Horizon (generative AI), Growth, and Enterprise—with teams in Seattle, Culver City, London, Bay Area, or remotely. We seek customer-obsessed designers who thrive on scale, innovative technology, and creating experiences that resonate emotionally. Ready to make Prime Video the #1 streaming destination?