Amazon has launched a new AI feature for its Fire TV devices that lets Alexa+ users find specific movie scenes on Prime Video simply by describing them. The "jump to scene" capability eliminates the need for manual fast-forwarding, processing natural language requests to take viewers directly to a requested moment.
The AI director: The system can identify movies even without a title, using voice commands like "Jump to the boulder chase scene in Raiders of the Lost Ark.” Under the hood, the feature runs on Amazon Bedrock and uses a mix of large language models—including Amazon's Nova and Anthropic's Claude—to understand requests, according to TechCrunch. It then uses Prime Video’s X-Ray data to pinpoint the exact moment in the film.
Walled garden: The feature does, however, keep users firmly inside Amazon's ecosystem. It requires a Fire TV device, a Prime subscription, and access to Alexa+, which will eventually be a standalone subscription. As The Hollywood Reporter notes, this leaves Roku and Apple TV users out of the picture for now.
Deeper AI push: At launch, the tool supports "tens of thousands" of scenes across thousands of movies. The move comes just a month after Amazon rolled out AI-generated recaps for TV series, signaling a deeper investment in AI-driven viewing features beyond simple content recommendations.
This feature is less about finding one scene and more about Amazon demonstrating its integrated power across hardware, content, and AI, creating a stickier ecosystem that competitors can't easily replicate. The technology also feeds into Amazon's much larger advertising business, which has become a $17.7 billion quarterly operation and extends across its streaming and device ecosystem.
