At long last, Amazon Prime Video is catching up to competitors like Netflix, Hulu, and Disney+ with a key feature: user profiles. The feature is rolling out in the mobile and set-top box versions of the Prime Video app starting today.
The feature allows multiple people sharing an Amazon Prime subscription to maintain separate watch histories and watch lists. Additionally, Amazon has made a distinction between user profiles for kids and profiles for adults, with different rules. Users can configure up to six profiles in any mix of children's and adults' profiles. All this is rolling out starting today, but it won't reach all users right away.
According to TechCrunch, multiple user profiles were supported in India and Africa previously, and they are only now making their way to the rest of the world, including the United States. The rollout brings Amazon closer to feature parity with Netflix and other big streaming players. The bulk of major apps in this space offered this feature, but there are some outliers—like CBS All Access.