Improve onboarding in Prime Video for delivery partners

Problem Statement Description

Product context: Amazon is a commerce, logistics, media, devices, and cloud company; its products include Marketplace, Prime, Prime Video, Alexa devices, ads, fulfillment, and AWS. Prime Video is Amazon's streaming video service; its products include movies, series, live sports, rentals, channels, recommendations, downloads, and ad-supported viewing.

Amazon Prime Video works with external delivery partners such as studios, distributors, localization vendors, post-production teams, and content operations agencies who help get titles, metadata, artwork, subtitles, audio, and video assets ready for streaming. Your task is to design an improved onboarding experience for these partners so they can start delivering content to Prime Video with less confusion, fewer operational delays, and better confidence in what is required.

Today, a new partner may need to understand technical specifications, account access, title setup, rights and territory details, asset formats, quality checks, approval workflows, and support escalation paths. Friction in onboarding can lead to incomplete submissions, repeated rework, delayed launches, and higher manual support burden for Amazon’s internal operations teams.

Assume you are designing within Amazon’s ecosystem, where reliability, operational excellence, partner trust, security, and scale matter. Focus on the onboarding product experience rather than solving downstream content strategy or licensing decisions.

The experience should consider:

- The key partner personas involved, such as business admins, technical delivery teams, metadata teams, and vendor coordinators

- The end-to-end onboarding workflow from invitation and account setup to first successful content delivery

- Common sources of friction, including unclear requirements, permission issues, asset validation failures, and lack of status visibility

- How partners learn Amazon-specific standards for video, audio, subtitles, artwork, metadata, and rights information

- How the product supports different partner maturity levels, from experienced studios to smaller regional distributors

- What visibility, guidance, notifications, and support options partners need during onboarding

- How to balance self-service efficiency with appropriate human assistance for high-value or complex partners

- Constraints around security, partner data access, operational scalability, and global localization

The goal is to define a better onboarding experience that helps delivery partners become productive quickly, reduces avoidable errors and back-and-forth, and improves Prime Video’s ability to launch high-quality content on time.