Principal UX Designer, Amazon

• 12+ years of professional UX/product design experience, with demonstrated expertise in creating innovative, customer-centric experiences at scale
• Strong portfolio showcasing bold, innovative design work with exceptional visual craft and attention to detail
• Hands-on prototyping skills — you build, not just sketch. Comfortable coding, using design tools, and pulling in new technologies
• Proven ability to thrive in high-ambiguity environments and define strategy from first principles
• Track record of advocating for and shipping innovative experiences
• Experience designing conversational interfaces, AI-powered experiences, or voice interactions
• Ability to lead design direction and set a creative vision without management responsibilities
• Excellent communication and presentation skills — can articulate complex thinking simply
• Proficiency with modern design tools (Figma, Prototyping, etc.) and emerging generative AI tools

Desirable

• Prime Video is seeking a Principal UX Designer for an experimental, forward-thinking design lab exploring the frontier of generative AI, conversational experiences, and emergent entertainment technologies
• This is not a traditional design role; it's a creative partnership at the edge of what's possible
• You'll be pushing the boundaries of what Prime Video can become in an AI-first world
• You'll hypothesize bold experiences — from conversations with AI characters inspired by entertainment properties to generative video and dynamic, personalized content — and bring them to life through rapid prototyping and iterative experimentation
• This role sits at the intersection of moonshot thinking and hands-on craft
• You'll be equally comfortable sketching a conversation flow with an LLM-powered character as you are pulling emerging generative tools (Runway, Luma AI, generative imagery platforms) into the product vision
• You'll think metamorphically — not anchored to what Prime Video is today, but what it could become tomorrow
• Design end-to-end experiences at the edge of emerging technology — from AI conversational characters to generative video and dynamic content experiences
• Partner closely with the team on ideation, prototyping, and risk-taking. This is high-ambiguity work; you thrive in ambiguity
• Hypothesize bold, testable ideas. Design for learning, not just execution: what can we learn from prototyping this experience?
• Be an eager coder and prototyper — you're not just sketching; you're building interactive experiences that bring ideas to life quickly
• Demonstrate fluency with emergent generative tools and platforms: Runway, Luma AI, generative imagery and video tools
• Push the boundaries of what we can design with generative AI — conversation design, visual generation, adaptive experiences
• Design conversational experiences that feel human, engaging, and true to character — whether that's dialogue with an AI character or natural interactions with an AI assistant
• Partner with LLM/Science teams on conversation design, prompt engineering for character voice, and user intent flows
• Bring strong design flair and craft to AI experiences — they should feel premium, not experimental
• Be a thought leader on how Prime Video should evolve in an AI-first world. Don't just execute; push back and advocate for bold directions
• Present work and strategic thinking to leadership. Help the organization see what's possible, not what's safe
• Mentor and inspire other designers on the broader team — pull the frontier back into the core product
• Raise the bar for how AI and generative technology are designed into experiences
• Work independently on meaty, complex projects end-to-end, but also ideate and prototype rapidly with leadership
• Partner with Product, Engineering, and Science teams to help them visualize new possibilities
• Connect learnings from Vault 76 back to the broader Prime Video experience roadmap