Amazon Prime Video Shuffles Leadership, Jay Marine Takes US Role, Albert Cheng Leads AI Push

Amazon Prime Video has announced a leadership shake-up, expanding Jay Marine's role as US head and Albert Cheng's role to lead AI push. Marine will oversee sports, advertising, and US operations, while Cheng will lead Prime Video's AI strategy, focusing on tools for filmmakers and showrunners. The changes aim to speed up decision-making and accelerate AI adoption across entertainment. Both leaders will transition into their new roles over the next few weeks.

Amazon Prime Video has announced a significant leadership shake-up and a new focus on AI, aiming to accelerate decision-making and enhance its offerings. The changes, announced on July 2, 2025, involve the expansion of Jay Marine's role and the appointment of Albert Cheng to lead Prime Video's AI strategy.

Jay Marine, a veteran of Amazon since 2002, will now oversee sports, advertising, and US operations, consolidating his leadership role. Marine previously held senior positions at the Kindle unit and served as a special advisor to Jeff Bezos. He was promoted to VP of Prime Video for Europe and India in 2015 and later became the global head of sports and advertising in 2023.

Albert Cheng, who had been the COO of Amazon Studios, will transition into a new role focused on advancing AI tools and AI-enhanced services for Prime Video's creative partners. Cheng joined Amazon in 2018 after holding senior business and digital roles at Disney and ABC.

Mike Hopkins, the head of Prime Video and Amazon MGM Studios, emphasized that the reorganization aligns with Amazon CEO Andy Jassy's directives to flatten and streamline the organization. Hopkins stressed the need to create bigger roles, flatter orgs, and single-threaded leaders to push decision-making down and empower faster action. He highlighted the rapid pace at which AI is transforming the industry and creating new opportunities for entertainment and sports.

The realigned structure is designed to put Prime Video in a stronger position to deliver faster for customers and make strategic bets in the AI space. Marine and Cheng will transition into their new roles over the next few weeks.

The changes come as Amazon continues to position Prime Video as a one-stop entertainment destination, offering original series, live sports, and third-party streaming services. The recent deal with NBCUniversal to bring the ad-free version of Peacock to Prime Video Channels further expands Prime Video's offerings, providing consumers with access to NBC's Sunday Night Football, Premier League soccer, and live coverage of the Olympics [2].

References:
[1] https://variety.com/2025/tv/news/amazon-prime-video-jay-marine-albert-cheng-us-ai-1236501702/
[2] https://finance.yahoo.com/news/nbcuniversal-amazon-strike-deal-bring-160616756.html