At long last, Amazon Prime Video is catching up to competitors like Netflix, Hulu, and Disney+ with a key feature: user profiles.
The feature is rolling out in the mobile and set-top box versions of the Prime Video app starting today.
Additionally, Amazon has made a distinction between user profiles for kids and profiles for adults, with different rules.
Individual profiles can be flagged as a kids' profile.
That profile will only see recommendations or search results of TV shows and films that are age-appropriate (12 and under), and kids won't be able to make purchases. Amazon is including a number of other options for filtering content like this, including the ability to restrict content on a per-device basis.
Big new entrants to the market with massive libraries of exclusive content, like HBO Max and Peacock, are also hitting the scene, which puts pressure on Prime Video to offer competitive features and content.