Principal UX Designer, Prime Video Experience Design (PVXD)

📍 Job Overview

Job Title: Principal UX Designer, Prime Video Experience Design (PVXD)

Company: Amazon

Location: Culver City, California, United States; San Francisco, California, United States; Seattle, Washington, United States

Job Type: Full-Time

Category: User Experience (UX) Design, Product Design, Generative AI Design

Date Posted: 2026-06-12

Experience Level: 10+ Years

Remote Status: On-site

🚀 Role Summary

• Lead the design of experimental, AI-first entertainment experiences, focusing on generative AI, conversational interfaces, and emergent technologies for Prime Video.

• Drive innovation by creating bold, high-ambiguity concepts through rapid prototyping and iterative experimentation, pushing the boundaries of what Prime Video can become.

• Act as a creative partner at the edge of possibility, translating complex technological advancements into intuitive and engaging customer experiences.

• Champion a forward-thinking design vision, advocating for innovative directions and raising the bar for AI and generative technology integration in user experiences.

📝 Enhancement Note: This role is explicitly positioned as a "design lab" and a "creative partnership at the edge of what's possible," emphasizing a highly experimental and forward-looking approach rather than traditional product design. The focus on "moonshot thinking and hands-on craft" and the requirement to "think metamorphically" highlight the need for candidates who can operate with significant autonomy and vision in a high-ambiguity, cutting-edge technology space.

📈 Primary Responsibilities

• Design end-to-end user experiences at the frontier of emerging technologies, including AI conversational characters, generative video, and dynamic content personalization.

• Develop and execute rapid prototypes using a blend of design tools and emerging generative technologies (e.g., Runway, Luma AI, generative imagery platforms) to bring bold ideas to life quickly.

• Craft engaging and human-like conversational experiences, partnering with LLM/Science teams on conversation design, prompt engineering for character voice, and user intent flows.

• Drive ideation, hypothesis generation, and risk-taking in design, focusing on learning through prototyping and experimentation.

• Present strategic thinking and design work to leadership, advocating for innovative directions and helping the organization visualize future possibilities for Prime Video.

• Mentor and inspire other designers on the broader team, facilitating the integration of frontier learnings into the core product roadmap.

• Collaborate closely with Product, Engineering, and Science teams to visualize new possibilities and align on experimental product development.

📝 Enhancement Note: The responsibilities emphasize a strong bias for action and tangible output ("eager coder and prototyper," "build, not just sketch") in a high-ambiguity environment. The role requires not only design execution but also strategic thought leadership and advocacy for new technologies and user experiences.

🎓 Skills & Qualifications

Education: Master's degree in Design, HCI, or equivalent is preferred.

Experience: 12+ years of professional UX/product design experience, with a demonstrated track record of creating innovative, customer-centric experiences at scale.

Required Skills:

• Strong portfolio showcasing bold, innovative design work with exceptional visual craft and attention to detail.

• Hands-on prototyping skills; comfortable coding and using design tools to build interactive experiences rapidly.

• Proven ability to thrive in high-ambiguity environments and define strategy from first principles.

• Track record of advocating for and shipping innovative customer experiences.

• Experience designing conversational interfaces, AI-powered experiences, or voice interactions.

• Ability to lead design direction and set a creative vision without direct management responsibilities.

• Excellent communication and presentation skills; ability to articulate complex thinking simply to diverse stakeholders.

• Proficiency with modern design tools (e.g., Figma) and emerging generative AI tools. Preferred Skills:

• Experience in the entertainment, gaming, or streaming media industries.

• Portfolio evidence specifically demonstrating AI, generative tech, or experimental product design.

• Background in designing for new platforms or emerging technologies.

• Experience with generative video, AI character design, or advanced conversational AI.

• Familiarity with prompt engineering, LLM interaction design, or AI-driven personalization techniques.

• Comfort with coding languages such as Python or JavaScript for prototyping.

• Track record of influencing org-wide design culture or contributing to industry advancements.

📝 Enhancement Note: The "Basic Qualifications" emphasize hands-on prototyping and an ability to operate in ambiguity, while "Preferred Qualifications" lean towards industry-specific experience and deeper technical skills in AI and generative technologies. The requirement for a "strong portfolio showcasing bold, innovative design work" is paramount.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase bold, innovative design work that demonstrates a strong grasp of user-centered principles applied to cutting-edge technologies.

• Include case studies that highlight your ability to define strategy from first principles in high-ambiguity environments.

• Demonstrate hands-on prototyping capabilities through interactive examples or detailed walkthroughs of built experiences.

• Present examples of your experience with conversational interfaces, AI-powered experiences, or voice interactions.

• Evidence of your ability to push boundaries with emerging generative AI tools and platforms. Process Documentation:

• Document your approach to ideation, hypothesis generation, and iterative experimentation in experimental design contexts.

• Illustrate your workflow for rapid prototyping, from concept to interactive build, using various design and coding tools.

• Detail how you've collaborated with engineering and science teams on complex, ambiguous projects, focusing on translating technical capabilities into user experiences.

• Showcase your methods for advocating for and presenting innovative design directions to leadership and influencing product strategy.

📝 Enhancement Note: Given the experimental nature of the role, the portfolio should heavily emphasize the process of innovation, risk-taking, and rapid prototyping in ambiguous environments, rather than solely finalized product outcomes. Demonstrating fluency with generative tools and conversational AI design is critical.

💵 Compensation & Benefits

Salary Range:

• Culver City, CA & Seattle, WA: $164,000 - $221,800 USD annually

• San Francisco, CA: $180,300 - $244,000 USD annually

Benefits:

• Sign-on Payments and Restricted Stock Units (RSUs) as part of the overall compensation package.

• Comprehensive Health Insurance: Medical, Dental, Vision, Prescription Insurance.

• Life Insurance: Basic Life & AD&D Insurance, with options for Supplemental Life Plans.

• Employee Assistance Program (EAP) and Mental Health Support.

• Medical Advice Line.

• Flexible Spending Accounts (FSAs).

• Adoption and Surrogacy Reimbursement coverage.

• 401(k) matching program.

• Paid Time Off (PTO).

• Parental Leave.

Working Hours: Standard full-time work week, typically around 40 hours, with expectations for flexibility given the project-based and experimental nature of the role.

📝 Enhancement Note: The salary ranges provided are specific to location, reflecting the cost of living and market rates in Culver City/Seattle versus San Francisco. The comprehensive benefits package highlights Amazon's commitment to employee well-being and long-term financial security, with specific provisions like Adoption/Surrogacy reimbursement being notable.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology, Entertainment, Streaming Media, E-commerce. Amazon operates at the intersection of these dynamic sectors, driving innovation and customer obsession.

Company Size: Amazon is a global technology giant, employing hundreds of thousands of individuals worldwide. This scale offers vast resources, complex challenges, and significant opportunities for impact.

Founded: Amazon was founded in 1994, evolving from an online bookstore to a comprehensive e-commerce and technology leader, including its significant presence in digital entertainment with Prime Video.

Team Structure: This role is within the Prime Video Experience Design (PVXD) team, specifically within an experimental design lab focused on AI and future entertainment technologies. The team structure likely involves close collaboration with product managers, engineers, and AI/science researchers, operating in a relatively flat hierarchy within the lab itself, fostering rapid iteration and direct leadership engagement.

Methodology: The team operates with a strong emphasis on customer obsession, rapid experimentation, and data-driven decision-making. For this experimental role, the methodology will lean heavily into "moonshot thinking," "design for learning," and leveraging emergent technologies. Expect a culture that encourages "thinking metamorphically" and pushing beyond current product limitations.

Company Website: https://www.amazon.com

📝 Enhancement Note: Amazon's culture is renowned for its "Day 1" philosophy, emphasizing long-term thinking, customer obsession, and a bias for action. Within PVXD and this experimental lab, expect an environment that values bold ideas, rapid iteration, and a willingness to explore uncharted territory in AI and entertainment.

📈 Career & Growth Analysis

Operations Career Level: This position is a Principal-level UX Designer role, signifying a high degree of autonomy, strategic influence, and expertise. It's a senior individual contributor role focused on leading design direction and innovation without direct people management responsibilities, operating at the forefront of technological advancement within Prime Video.

Reporting Structure: The Principal UX Designer will likely report to a Design Lead or Director within the PVXD organization, with direct engagement and mentorship opportunities with senior leadership across Product, Engineering, and Science.

Operations Impact: The impact of this role is significant, aiming to shape the future of Prime Video's customer experience through AI and generative technologies. Success means defining new entertainment paradigms, influencing the broader Prime Video roadmap, and setting industry standards for AI-driven entertainment.

Growth Opportunities:

• Specialization: Deepen expertise in cutting-edge areas like generative AI, conversational AI, and emergent entertainment technologies.

• Leadership: Develop leadership skills by influencing design strategy, mentoring peers, and advocating for innovative directions within a global organization.

• Cross-Functional Mastery: Gain invaluable experience working at the intersection of design, AI science, engineering, and product management on highly experimental projects.

• Industry Influence: Contribute to shaping the future of the streaming media and entertainment technology landscape.

📝 Enhancement Note: The "Principal" title indicates a senior individual contributor path, focused on thought leadership and driving complex, ambiguous initiatives. Growth here is less about managing people and more about expanding influence, expertise, and impact on future product direction.

🌐 Work Environment

Office Type: This role is on-site, requiring presence in one of Amazon's designated office locations (Culver City, CA; San Francisco, CA; or Seattle, WA). The environment will be that of a major tech company office, likely with collaborative spaces, individual workstations, and access to necessary technology.

Office Location(s):

• Culver City, California

• San Francisco, California

• Seattle, Washington Workspace Context:

• Designed for collaboration, fostering interaction with cross-functional teams (Product, Engineering, Science).

• Equipped with modern design tools and access to emerging generative AI technologies, encouraging hands-on experimentation.

• Likely a fast-paced, dynamic environment typical of innovative tech labs, with opportunities for spontaneous ideation and problem-solving sessions.

Work Schedule: While a standard 40-hour work week is typical, the nature of experimental design and rapid prototyping may require flexibility to meet project timelines and capitalize on emergent opportunities.

📝 Enhancement Note: The on-site requirement suggests a preference for in-person collaboration and access to specific company resources or environments conducive to experimental work. The workspace context implies an environment that supports rapid iteration and cross-pollination of ideas.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of resume and portfolio for relevant experience in UX design, AI, and experimental prototyping.

• Design Challenge/Portfolio Review: Deep dive into your portfolio, focusing on innovative projects, hands-on prototyping, AI/conversational design experience, and ability to operate in ambiguity. You may be asked to present specific case studies or complete a design exercise.

• Interviews with Team & Leadership: Discussions with peers, hiring manager, and potentially senior leaders to assess design thinking, strategic vision, collaboration skills, and cultural fit. Expect questions about your approach to high-ambiguity problems and your vision for AI in entertainment.

• Final Round: May involve further leadership interviews to confirm strategic alignment and overall fit for the Principal role.

Portfolio Review Tips:

• Highlight Innovation: Showcase projects that demonstrate bold thinking, risk-taking, and pushing creative boundaries, especially those involving AI or emergent technologies.

• Demonstrate Craft & Execution: Clearly articulate your role, process, and the tangible outcomes of your work, emphasizing hands-on prototyping and your ability to "build."

• Showcase AI Fluency: Include specific examples of designing conversational interfaces, working with generative tools, or exploring AI-driven personalization.

• Address Ambiguity: Explain how you approach and navigate projects with unclear requirements or evolving technological landscapes.

• Tell a Story: Structure your case studies to clearly define the problem, your unique approach, the challenges overcome, and the learnings or impact achieved.

Challenge Preparation:

• Be ready to discuss your design philosophy regarding AI and future entertainment experiences.

• Prepare to articulate how you would approach designing for a "conversational AI character" or a "generative video experience."

• Practice presenting complex ideas concisely and visually, anticipating questions about your design decisions and strategic rationale.

📝 Enhancement Note: The interview process will heavily scrutinize the candidate's portfolio for evidence of pioneering work, hands-on technical skills (especially prototyping and AI tools), and the ability to lead and innovate in uncertain environments. Be prepared to defend your bold ideas and demonstrate your process for bringing them to life.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (proficiency required), other modern design tools.

• Emergent Generative AI Tools: Runway, Luma AI, generative imagery platforms, and similar emerging technologies.

• Prototyping Languages: Comfort with coding for prototyping, potentially including Python, JavaScript, or specific prototyping languages.

Analytics & Reporting: While not the primary focus, understanding how to define metrics for experimental experiences and collaborate with teams on analytics will be beneficial. This may involve familiarity with internal Amazon analytics platforms.

CRM & Automation: Not directly applicable to this design role, but understanding how designed experiences will integrate into broader customer journeys managed through CRM systems is a plus.

📝 Enhancement Note: The emphasis on "emergent generative AI tools" and "eager coder and prototyper" is a key differentiator. Candidates must be comfortable not only using established design software but also quickly adopting and integrating new, often rapidly evolving, AI-powered creative platforms.

👥 Team Culture & Values

Operations Values:

• Customer Obsession: Deeply understanding and advocating for the customer's needs, even in experimental contexts.

• Bias for Action: Driving forward with rapid prototyping and experimentation, learning by doing.

• Invent and Simplify: Creating novel solutions and finding elegant ways to solve complex problems.

• Think Big: Pursuing bold ideas and long-term vision, not just incremental improvements.

• Dive Deep: Understanding the intricacies of AI technologies and their potential applications in entertainment.

Collaboration Style: Highly collaborative, working closely with cross-functional teams (Product, Engineering, Science). Expect a culture of open feedback, shared ideation, and collective problem-solving in a fast-paced, experimental setting. The design lab likely fosters a tight-knit, iterative approach.

📝 Enhancement Note: Amazon's core Leadership Principles are foundational. For this role, "Invent and Simplify," "Think Big," and "Customer Obsession" are particularly relevant. The experimental lab environment will likely amplify these, encouraging a culture of bold innovation and rapid learning.

⚡ Challenges & Growth Opportunities

Challenges:

• High Ambiguity: Operating in a space with undefined user behaviors, rapidly evolving technology, and uncertain product-market fit.

• Pioneering New Paradigms: Designing experiences for technologies that are still nascent, requiring significant foresight and creative problem-solving.

• Balancing Experimentation with Craft: Ensuring that experimental, cutting-edge designs still meet high standards of user experience and visual polish.

• Influencing a Large Organization: Advocating for and integrating novel, experimental concepts into a massive product like Prime Video.

Learning & Development Opportunities:

• Cutting-Edge Tech: Direct exposure to and hands-on work with the latest in generative AI, LLMs, and conversational AI.

• Strategic Influence: Opportunity to shape the future direction of a major streaming service.

• Mentorship: Potential to learn from and mentor talented individuals across design, science, and engineering.

• Industry Recognition: Contribution to groundbreaking work that could define future trends in entertainment technology.

📝 Enhancement Note: The primary challenge is navigating extreme ambiguity and technological novelty. Growth opportunities are centered on becoming a leader in a nascent field and having a profound impact on the future of digital entertainment.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for defining a product strategy in a high-ambiguity, technology-driven environment." (Prepare to discuss first principles thinking and iterative hypothesis testing.)

• "How would you approach designing a conversational AI character that feels authentic and engaging for a specific entertainment property?" (Focus on persona development, dialogue flow, and AI interaction design principles.)

• "Imagine we want to explore generative video experiences for Prime Video. What are the initial user needs you'd investigate, and how would you prototype and test those ideas?" (Emphasize user research, rapid prototyping with generative tools, and learning objectives.) Company & Culture Questions:

• "What excites you about the intersection of AI and entertainment, and how do you see it evolving Prime Video?" (Showcase your vision and passion for the space.)

• "How do you balance advocating for bold, experimental ideas with the need for practical execution and stakeholder buy-in?" (Discuss your communication and influence strategies.)

• "What does 'customer obsession' mean to you when designing for emerging technologies?" (Connect your design philosophy to Amazon's core principles.) Portfolio Presentation Strategy:

• Focus on the "Why": Clearly articulate the problem you were solving, the user needs you addressed, and the strategic goals of each project.

• Show, Don't Just Tell: Use interactive prototypes, detailed walkthroughs, and visual aids to demonstrate your hands-on skills and the user experience.

• Highlight Your Role & Process: Be specific about your contributions, your design methodology, and how you navigated challenges, especially in experimental contexts.

• Emphasize AI/Generative Elements: If applicable, dedicate time to explaining your work with AI, conversational design, or generative tools, detailing any unique approaches or learnings.

• Be Ready for Deep Dives: Anticipate questions about your technical choices, design decisions, and how you measured success or learned from failures.

📝 Enhancement Note: Interview preparation should focus on demonstrating a blend of strategic foresight, hands-on technical capability with AI and prototyping tools, and a proven ability to thrive and innovate in environments where the path forward is not yet clear.

📌 Application Steps

To apply for this Principal UX Designer position:

• Submit your application through the Amazon Jobs portal.

• Customize Your Resume: Tailor your resume to highlight your 12+ years of UX/product design experience, emphasizing innovation, hands-on prototyping, and any experience with AI, conversational design, or emergent technologies. Use keywords from the job description.

• Curate Your Portfolio: Select 3-5 of your most impactful projects that best showcase your ability to design innovative, customer-centric experiences at scale, particularly those involving experimental technologies or high ambiguity. Ensure your portfolio clearly demonstrates your hands-on prototyping skills and AI fluency.

• Prepare Your Narrative: Practice articulating your design process, your strategic thinking, and how you approach high-ambiguity challenges. Be ready to discuss your vision for the future of AI in entertainment.

• Research Amazon & Prime Video: Understand Amazon's Leadership Principles and Prime Video's current position in the market. Consider how your potential contributions align with their strategic goals for innovation in entertainment technology.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.