Prime Video - Escalating from Retailer to Entertainer

From retailer to entertainer.

Prime is famous for overnight deliveries, not for being a streaming service with some of the world's best original content. So when streamers start to lose customers, we needed to change the rules.

“Prime Video has knocked Netflix off of its No.1 spot as the most popular streaming platform in the country” - Hollywood Unlocked December, 2022

When most people think of Amazon Prime, it conjures up images of delivery drones, smiling boxes, sales extravaganzas. Unfortunately people don’t immediately think of the award winning, culture inspiring original content like Mrs. Maisel, The Boys or my personal favorite, Deadloch. This would be tough enough in a market with brands like Netflix, Hulu, HBO, and Disney. But people are getting savvier. Canceling accounts after they finish their binge, switching subscriptions, chasing their favourite show with zero loyalty to streamers.

This was a global challenge to help reposition Prime Video to become the default streamer. The first app people open when their turn on their TV.

Challenge

Amazon Prime Video is a challenger in a crowded space of giant streamers, each releasing the next big show to win new subscribers. Unfortunately they were more famous for shopping than streaming.

Insight

Customers are getting lost in a sea of services and shows, chasing the content they love and it’s costing them more time and money than ever. 

Strategy

Be the brand that fankind needs by ending the streaming wars.

Be the place where all content is welcome. Even if it’s from other streamers.

Putting control back in the hands of our customers.

Brand Idea:

All Are Welcome

Instead of fighting over content and limiting who gets to watch what, Prime Video is all about sharing content and the love of entertainment. By bringing in other streamers, live sports and building a game-changing, easy-to-use entertainment dashboard to organise it all…Prime Video is now in a world of its own, welcoming all forms of entertainment, no matter who you are.

At Prime Video, all are welcome.