Amazon Prime Video Profiles Are Finally Coming To The UK

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One of the most sought-after Amazon Prime Video features is finally rolling out in the UK: multiple viewer profiles.

With these separate profiles, Prime Video users will finally be able to set different watchlists for each member of the family, as well as separate watching histories. 

Amazon Prime Video profiles screen

Prime Video, the streaming video service from Amazon, includes thousands of TV shows and movies, including originals like Jack Ryan and The Marvelous Mrs Maisel (see our Amazon Prime Video review).

The service can be subscribed to either as part of the full Amazon Prime membership, or on its own.

User profiles have been a basic feature of Prime Video’s main competitor – Netflix – for years now. They were also available on the new streaming giant on the block – Disney Plus – from the very beginning: 

Profile Avatar Selection on Disney+

Profiles let you set different watchlists for different users of the service, different watch histories (so each member of the family can watch a series at a different pace, and continue where he stopped), as well as personal recommendations.

Without profiles, if you’re a horror fan and your significant other prefers romantic comedies, Prime Video’s main screen will show a recommendation mish-mash of scary monsters and handsome couples laughing.

Amazon Prime Instant Video TV screen
(Photo: Amazon)

Back in March, Amazon finally rolled out User Profiles, but only in “selected countries” – namely India and a few countries in Asia and Africa, with a promise for a “phased” worldwide rollout.

Today (Tuesday), Amazon sent an e-mail to Prime Video subscribers in the UK, with an update on the feature:

“We’re writing to tell you that in the next few weeks your Household account will have access to Prime Video Profiles that allow every Household member to have a personalised experience based on the shows and movies that they watch.”

Amazon has since confirmed to us that user profiles are indeed beginning to roll out in the UK: Each profile has individualised recommendations; season progress tracking and a bespoke Watchlist based on individual profile activity.

Customers will be able to have up to six user profiles (one primary profile + five additional profiles – which can be a mixture of adult or kids profiles) within Prime Video on a single Amazon account. 

The “Kids Profile” will only have age-appropriate TV shows and movies (with maturity rating 12 and under), while search results and search suggestions will also be filtered. Purchases will be disabled in Kids profiles.

Prime Video’s profiles will work on the desktop version of the service, as well as on the iOS and Android apps, and on other Prime Video apps (so on the Amazon Fire TV stick, the Roku devices, Smart TVs, etc’).

Amazon Prime Video manage profiles

If your Prime Video subscription is under a “Household” (an Amazon feature that lets you share Prime Video’s benefits with other members of your family), you can already see – and manage – your upcoming user profiles via this link, but they won’t actually work for everyone – yet.

To learn more about setting up and managing your Amazon Prime Video profiles, see this help page.

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