Amazon launches AI scene search for Fire TV with Prime Video

Amazon introduced an artificial intelligence feature for Fire TV on December 3, 2025, that enables viewers to navigate directly to specific scenes in movies by describing them to Alexa+. The capability eliminates manual searching and fast-forwarding by processing natural language requests and delivering the requested moment within seconds.

Fire TV customers can now issue commands like "Jump to the scene in Mamma Mia where Sophie sings 'Honey, Honey'" or "Jump to the scene when John McClane says 'come out to the coast, we'll get together, have a few laughs,'" according to Amazon's announcement. The system processes these requests and begins playback at the exact timestamp corresponding to the described scene.

The feature operates across thousands of movies available on Prime Video. Amazon structured the launch to coincide with holiday movie viewing season, targeting a period when users frequently revisit favorite films and share specific scenes with family and friends.

Technical architecture powers scene identification

The scene navigation system combines multiple Amazon technologies to identify and locate specific movie moments. Alexa+ can identify movie titles even when users don't explicitly state them in their commands. The system then applies visual understanding algorithms and analyzes movie caption data processed through Prime Video's X-Ray metadata infrastructure.

According to Amazon, the technology examines characters, plot developments, and action sequences occurring in any given scene to match user descriptions with corresponding timestamps. The entire processing sequence completes in seconds, from voice command receipt to video playback initiation.

Amazon built the feature on its Bedrock platform and utilizes multiple large language models including Amazon Nova and Anthropic Claude. The technical implementation represents integration across Amazon's device ecosystem, streaming platform, and AI infrastructure rather than a standalone capability within any single product.

The system currently supports tens of thousands of indexed scenes across the Prime Video movie catalog. Movies must be included with Prime membership or previously purchased or rented through Prime Video for the feature to function. Amazon plans to expand coverage to additional movies and television shows in future deployments.

Voice-activated navigation extends content discovery

The scene jump capability extends Alexa+'s existing content discovery features launched earlier in 2025. Users can search for content using natural language descriptions referencing mood, genre, actors, or thematic elements rather than remembering specific titles. The assistant provides personalized recommendations across streaming services including Prime Video, Netflix, and HBO Max.

During active streaming sessions, Alexa+ answers questions about actor filmographies, provides soundtrack information, and shares production trivia without requiring viewers to pause content or consult secondary devices. For live sports programming, the assistant delivers scores, player statistics, and helps locate live events across services like Prime Video, Sling TV, DIRECTV, and Fubo.

The scene navigation feature represents Amazon's approach to reducing friction in content consumption across its streaming infrastructure. Fire TV devices serve as central advertising inventory within Amazon's broader marketing ecosystem, which reached $17.7 billion in quarterly revenue as of Q3 2025 according to the company's financial disclosures.

Advertising implications across streaming infrastructure

Amazon consolidated first-party advertising inventory across Fire TV, Fire Tablet, Alexa, IMDb, and Twitch in January 2025, enabling unified campaign management through Amazon DSP. The integration supports display and online video advertising with Media Rating Council accreditation for impression and click-through rate measurement across Fire TV environments.

Prime Video introduced advertisements in January 2024, creating new inventory for marketers while developing measurement tools to quantify campaign impact. The platform reached more than 200 million customers worldwide according to Amazon's announcements. CEO Andy Jassy stated during earnings discussions that the company felt "quite pleased with the early progress" of Prime Video advertising.

The scene navigation technology demonstrates Amazon's video analysis and editing automation capabilities. Amazon expanded its Creative Agent tool to support Streaming TV and Sponsored TV advertising formats in November 2025, enabling automated generation of video and display assets through conversational AI interfaces.

Prime Video viewership signals became available in Amazon Marketing Cloud on November 11, 2025, providing content engagement data that enables advertisers to examine viewing patterns across the platform's catalog. The integration allows marketers to analyze relationships between streaming consumption and purchase patterns within AMC's privacy-safe clean room environment.

Competitive positioning in streaming market

The AI-powered scene navigation differentiates Fire TV's functionality within a competitive streaming device market where over 250 partner televisions launched in 2025. Amazon positioned the capability as addressing common frustrations around locating specific movie moments during social viewing situations.

Prime Video recently introduced AI-powered video recaps for television series, generating personalized summaries synchronized with individual viewing history. The system creates brief video summaries highlighting narrative developments relevant to each viewer's position in a series, addressing plot recall challenges when resuming shows after extended breaks.

Amazon's streaming advertising business encompasses Prime Video, Freevee, Twitch, and third-party applications operating on Fire TV devices. The company operates at a $69 billion annual advertising revenue run rate as of Q4 2024, more than doubling from $29 billion four years earlier according to financial disclosures.

Interactive video formats launched on Prime Video in May 2024, including pause advertisements, brand trivia integrations, and remote-activated shopping capabilities. Research from Amazon Ads indicated a 10x increase in product page views and conversions for brands using interactive formats compared to traditional streaming television advertisements.

The scene search feature operates exclusively through Alexa+ voice commands on compatible Fire TV devices. Amazon structured Early Access periods for Alexa+ to prioritize specific Echo and Fire TV hardware models before broader deployment across the device ecosystem.

Platform integration drives user retention

The scene navigation system maintains users within Amazon's entertainment infrastructure by eliminating the need to consult external search engines or databases when trying to locate specific movie moments. This retention matters for advertising effectiveness as longer viewing sessions create additional impression opportunities across Prime Video's commercial inventory.

Prime Video maintains an average monthly ad-supported reach exceeding 17 million customers in Germany according to data disclosed at the company's first German upfront event in June 2025. Amazon reported that 95% of those viewers made Amazon purchases within the previous three months, with spending 75% higher than average Amazon customers.

The company expanded zip code-level advertising targeting for Prime Video in November 2025, enabling brands to customize creative messaging based on viewer location without requiring separate production for each market. Automotive manufacturers can display nearest dealership information, insurance companies can show local agent contacts, and retailers can present regionally specific offers programmatically based on viewer profiles.

Connected television advertising's share of media budgets is projected to double from 14% in 2023 to 28% in 2025 according to industry projections. Prime Video extended its UEFA Champions League broadcasting rights through 2031, securing premium live sports content that traditionally commands higher advertising rates compared to on-demand programming.

Amazon's approach combines first-party retail data, streaming viewership information, and geographic signals to create targeting capabilities unavailable through traditional television or competing streaming platforms. The e-commerce infrastructure provides shopping behavior insights that inform advertising strategies across Prime Video inventory.

Technical requirements and availability

The scene navigation feature requires Fire TV hardware with Alexa+ support and active Prime Video access to requested content. Users must have either Prime membership including the movie, or must have purchased or rented the specific title through Prime Video's transactional offerings.

Voice commands function by describing scenes through character names, actor names, memorable dialogue quotes, or action descriptions. The system identifies the intended movie even without explicit title mentions in many cases, processing context clues from the description provided.

Amazon indicated expansion plans to add more movies, increase indexed scene coverage, and extend the capability to television episodes in future development cycles. The timeline for television support remains unspecified in the initial announcement.

Current language support remains limited to English for customers in the United States. Device language settings must be configured as "English United States" for compatibility with Alexa+ features including scene navigation.

The feature joins Fire TV's growing suite of AI capabilities that Amazon positions as getting viewers "to what you want to watch—fast" according to the company's stated mission for the product line. Personalized recommendations based on viewing preferences and subscription access complement the scene navigation functionality.

Timeline

• December 3, 2025: Amazon launches AI-powered scene navigation for Fire TV with Alexa+
• November 11, 2025: Amazon Marketing Cloud integrates Prime Video viewership signals for content engagement analysis
• November 11, 2025: Amazon expands Creative Agent to support Streaming TV and Sponsored TV advertising formats
• November 18, 2025: Amazon expands Prime Video Channel analytics to all eligible marketing partners
• September 30, 2025: Amazon announces Fire TV lineup with Alexa+ conversational discovery
• August 31, 2025: Amazon unveils Alexa+ with natural conversation capabilities
• January 2024: Prime Video introduces advertisements across United States market

Summary

Who: Amazon launched the feature for Fire TV customers with Alexa+ access and Prime Video subscriptions or rental access to supported movies.

What: An AI-powered scene navigation system that processes natural language voice commands describing specific movie moments and jumps directly to those scenes within seconds. The technology uses visual understanding, caption analysis, and Prime Video's X-Ray metadata processed through large language models including Amazon Nova and Anthropic Claude.

When: Amazon announced the feature on December 3, 2025, timing the launch with holiday movie viewing season.

Where: The capability operates on Fire TV devices with Alexa+ support across thousands of Prime Video movies, currently limited to English language users in the United States with plans for television show expansion.

Why: The feature addresses friction in content consumption by eliminating manual searching and fast-forwarding when viewers want to share specific scenes or revisit favorite moments. For Amazon's business objectives, the technology maintains users within the company's entertainment ecosystem while demonstrating AI capabilities that differentiate Fire TV hardware in a competitive streaming device market exceeding 250 partner products in 2025.