Description Are you interested in shaping the future of entertainment and redefining how we design in the age of AI? Prime Video is reinventing how customers connect with their favorite shows, teams, and stories by combining premium streaming, immersive interactivity, and exclusive access to the world's most loved movies, TV series, and live sports. All from a single service available on the web, mobile, and TV in over 240 countries and territories, we are just getting started. The Prime Video Design team is seeking a technically curious Principal UX Designer to join our Growth Design team. This role is focused on evolving the way we build transactional (rent/buy/subscribe) experiences with an AI-first mindset that challenges traditional methods and scales innovation across the team. You will lead not only by designing customer-facing solutions but by modernizing the way we design, prototype, and validate ideas. The right candidate brings a deep understanding of user-centered design and a passion for integrating AI into creative workflows and product experiences. You are energized by complex problems and new technologies. You drive results and uplift teams by inspiring new ways of thinking, working, and delivering customer value. You thrive at the intersection of craft, systems, and strategy, and you are as comfortable in product strategy and analytics as you are in Figma. This is a hands-on leadership role that combines long-term vision-setting with tactical mentorship. You will help shape the future of how we design: using AI tools, machine learning insights, and adaptive systems while delivering tangible business outcomes in high-impact domains. Key job responsibilities -Define and evolve the overall design vision for signup, engagement, and retention experiences, with an emphasis on leveraging AI to improve personalization, automation, and experimentation. -Champion the use of AI-assisted design tools and processes, embedding them into day-to-day workflows to increase speed, creativity, and insight generation. -Mentor and up-level designers across the organization, helping the team grow fluency in designing for and with AI technologies. -Partner with science, data, and engineering teams to shape experiences informed by ML models and customer behavior patterns. -Collaborate with product and business partners to align on customer and business goals, and lead the design of intelligent, scalable solutions. -Identify opportunities to improve experimentation velocity and hypothesis generation using AI-augmented testing and analysis. -Lead cross-team initiatives to evolve design systems into adaptive, data-informed frameworks that respond to user context. -Advocate for responsible and ethical use of AI, ensuring transparency, usability, and customer trust are prioritized throughout. -Present design work to stakeholders and executive leadership for feedback, alignment, and strategic decision-making. -Define and track metrics to evaluate the effectiveness of new design approaches and AI-driven enhancements. A day in the life As the Principal UX Designer for Growth Design, you will be a key force in shaping how we design and operate. You’ll work closely with product, science, engineering, and fellow design leaders to imagine what AI-first design means in practice—and to translate that vision into scalable customer experiences. You’ll regularly lead critiques and strategy sessions, test new design workflows using generative tools, and partner on initiatives that use AI to optimize acquisition, conversion, and retention. You will influence product direction while also modernizing design culture and process. Your day might include leading a working session on adaptive checkout design, reviewing AI-generated wireframes with the team, evaluating performance metrics for a new personalization experiment, and building a playbook that helps others bring machine learning into their design decisions. About the team You’ll join a fun, growing team of UX practitioners who help each other develop and thrive. You will have a mentor and a manager that cares about you, your career, and your skills development and be expected to do the same for your team. You will have autonomy and ownership while contributing to the supportive culture on the team. We gather often to collaborate, ask questions, and grow together, so bring your unique skills and experience and be prepared to share, learn, and grow with us. Basic Qualifications - 10+ years of design experience - Experience leading design projects from strategy through execution - Proficient with design tools such as Figma, Sketch, and Adobe CS Preferred Qualifications - Experience providing and effectively communicating strategic and tactical recommendations based on data - Have an available online portfolio Amazon is an equal opportunities employer. We believe passionately that employing a diverse workforce is central to our success. We make recruiting decisions based on your experience and skills. We value your passion to discover, invent, simplify and build. Protecting your privacy and the security of your data is a longstanding top priority for Amazon. Please consult our Privacy Notice ( https://www.amazon.jobs/en/privacy\_page ) to know more about how we collect, use and transfer the personal data of our candidates. Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status. Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit https://amazon.jobs/content/en/how-we-hire/accommodations for more information. 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