Are you passionate about shaping the future of entertainment through the power of voice, and AI? Prime Video is reimagining how customers discover, engage with, and talk about their favorite shows, movies, and live sports — and conversation design is at the heart of that transformation.

The Prime Video UX team is seeking a customer-obsessed Principal Conversation System Designer to join our team and define the future of AI-powered conversational experiences across Prime Video's global platform. This role will be responsible for crafting the voice, tone, language framework and interaction design behind how customers engage with Prime Video through natural language — whether through voice interfaces, AI assistants, or chat-based discovery features. The right candidate leads with clarity and empathy, inspires others, and has a passion for solving problems at massive scale.

To thrive in this role, you must be a pioneer with an inventor's spirit and a deep understanding of language — both inputs and outputs — who is passionate about technology and innovation. You know how to work fast, manage multiple projects, and understand how to embed your thinking to train and tune scaled LLM output . You must be comfortable working with product briefs, managing stakeholder inputs, functional requirements, and timelines. You have a solid understanding of conversation design fundamentals combined with a deep understanding of how to collaborate with UX designers, researchers, product management, engineering, data science, and operational teams as you go from early-stage product concepts to launches of new features and experiences.

• Key job responsibilities
• Define the overall conversation design vision for AI-powered discovery, recommendation, and engagement experiences across Prime Video's global platform.
• Create world-class, user-centered conversational experiences through consideration of UX research, market research, business requirements, customer feedback, and usability study findings.
• Work with Science and Editorial teams to help train and refine LLMs to generate content that matches the intention of the designs and the Prime Video brand voice.
• Demonstrate leadership in driving conversation design processes and standards into the organization that help refine strategy and elevate quality.
• Translate business requirements into use cases and high-level customer experience requirements for conversational interfaces.
• Design the interaction flow, dialogue logic, and response frameworks for new AI-powered features.
• Develop and maintain detailed conversation design specifications, including sample dialogues, error handling flows, and edge case documentation.
• Present design work to the UX team, product team, engineering team, Amazon leadership, and external partners for review and feedback.
• Mentor other conversation and UX designers and be a bar-raiser for quality of work.
• Work across design verticals to standardize and educate others on conversation design systems and voice/tone guidelines.
• Collaborate with other design team members on experiences, frameworks, process, and best practices.

Basic Qualifications

• 10+ years of design experience, with a significant focus on conversation design, voice UX, or AI/LLM-powered experiences
• Have an available online portfolio demonstrating conversation design work
• Experience with best practices for Conversation Design, Interaction Design, and Information Architecture
• Experience in lifecycle design projects from design strategy through execution
• Deep understanding of natural language processing (NLP) concepts and how they inform design decisions
• Experience designing for voice assistants, chatbots, or AI-powered interfaces

Preferred Qualifications

• Experience working with LLM-based products and prompt design or content strategy for generative AI
• Familiarity with design tools such as Figma, Voiceflow, or equivalent conversation design tools
• Experience in the entertainment, media, or streaming industry
• Demonstrated ability to mentor and develop other designers
• Strong written communication and storytelling skills

Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.

Los Angeles County applicants: Job duties for this position include: work safely and cooperatively with other employees, supervisors, and staff; adhere to standards of excellence despite stressful conditions; communicate effectively and respectfully with employees, supervisors, and staff to ensure exceptional customer service; and follow all federal, state, and local laws and Company policies. Criminal history may have a direct, adverse, and negative relationship with some of the material job duties of this position. These include the duties and responsibilities listed above, as well as the abilities to adhere to company policies, exercise sound judgment, effectively manage stress and work safely and respectfully with others, exhibit trustworthiness and professionalism, and safeguard business operations and the Company’s reputation. Pursuant to the Los Angeles County Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

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. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.

The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.

USA, CA, Culver City - 164,000.00 - 221,800.00 USD annually
USA, WA, Seattle - 164,000.00 - 221,800.00 USD annually