Streaming platforms Amazon MX Player and Prime Video will be integrated under a single umbrella, the streamers announced on Wednesday, May 7, 2026. The move makes Prime Video a one-stop hub for all exclusive and original content.
In the next few months, this integration will bring together the streaming service under one brand, spanning Subscription Video on Demand (SVOD) , Advertising Video on Demand (AVOD) , Transactional Video on Demand (TVOD) , and add-on subscriptions, all in one place.
What’s Changing
| Aspect | Details |
|---|---|
| Integration | Amazon MX Player + Prime Video under single brand |
| Timeline | Next few months |
| Models Covered | SVOD, AVOD, TVOD, add-on subscriptions |
| MX Player App | Continues to serve AVOD users for free (rebranded) |
| Option | Customers can subscribe to Prime to unlock wider selection |
The Amazon MX Player app on Android will continue to serve its native local player and streaming AVOD users for free, with a rebranded identity and a dedicated Prime Video experience, with an option for customers to subscribe to Prime and unlock a wider selection.
Official Statements
| Executive | Quote |
|---|---|
| Gaurav Gandhi (VP, Asia-Pacific and ANZ, Prime Video) | “With the integration of Amazon MX Player’s expansive original slate and audience scale, our collective offering is bigger and stronger than ever — making Prime Video the one-stop destination for quality entertainment.” |
| Girish Prabhu (VP & Head, Amazon Ads India) | “We’ve created a single streaming destination that reaches audiences across the entire spectrum — from free ad-supported viewers to Prime members — enabling true full-funnel advertising on an unprecedented scale.” |
The Background
In 2024, Amazon acquired certain MX Player assets and merged them with Amazon miniTV to create Amazon MX Player.
What This Means for Viewers
| For Free Users | For Prime Members |
|---|---|
| Continue accessing AVOD content for free via rebranded app | Unlock wider selection including SVOD and exclusive originals |
| Will see a dedicated Prime Video experience | One-stop hub for all content |
What This Means for Advertisers
According to Girish Prabhu, advertisers now have access to the most relevant and high-performing ad formats, all powered by trillions of shopping, browsing, and streaming signals, transforming every impression into measurable business outcomes.
