Prime Video is seeking a Principal UX Visual Designer to join our centralized visual, motion, and artwork design studio within Prime Video Experience Design (
PVXD). In this role, you will be the senior visual design leader responsible for defining and scaling the visual experience across Prime Video's product landscape — spanning living room, mobile, web, and tablet surfaces across global markets.
As a senior individual contributor, you will set the visual design vision for Prime Video's product experience, architect scalable
design systems, and drive high-ambiguity initiatives that shape how hundreds of millions of customers engage with entertainment content. This is not a traditional UI design role — you will operate at the intersection of brand expression, systems architecture, and experience prototyping, partnering closely with motion designers, interaction designers, design technologists, researchers, product managers, and engineering leaders to deliver world-class experiences.
Key job responsibilities
Visual Design Vision & Strategy: Define and evolve the visual design language for Prime Video's product experience — including layout systems, color, typography, iconography, illustration, and imagery treatment. Set the strategic direction for how visual design expresses the Prime Video brand across platforms and surfaces.
Design System Architecture: Architect and steward the visual foundations of Prime Video's design system (Fable) — defining tokens, component visual standards, patterns, and guidelines that scale across teams and platforms. Drive the evolution of the system to support new product needs while maintaining coherence.
Prototyping & Experience Visualization: Create and direct high-fidelity prototypes that bring design concepts to life — communicating vision, validating ideas with stakeholders, and bridging the gap between static comps and production experiences. Use prototyping as a primary tool for storytelling, alignment, and decision-making at leadership levels.
High-Ambiguity Problem Solving: Lead one or more high-visibility, high-ambiguity design initiatives per year that require senior-level judgment — setting direction where none exists, navigating complex tradeoffs, and delivering breakthrough visual solutions that establish new patterns for the product.
Motion Design Partnership: Collaborate closely with motion designers to ensure visual and motion design work as a unified system. Provide visual direction that informs motion behavior, review motion work for brand and visual coherence, and partner on defining how static and dynamic elements integrate within the design system.
Engineering Collaboration & Hand-off: Partner with engineering teams to ensure technical feasibility, performance, and fidelity of visual implementations at platform scale. Create detailed design specifications and participate in design QA and Walk the Store sessions to verify production fidelity.
Design System Evangelism: Champion design system adoption across the broader
PVXD organization. Define contribution models, lead system-level design reviews, and ensure the system evolves to meet the needs of 35+ designers across five global locations.
Mentorship & Craft Elevation: Raise the bar for visual design quality across the studio. Lead design critiques, provide mentorship to designers across the team, and model best-in-class craft in systematic visual thinking, prototyping, and brand expression.
Strategic Influence: Influence product roadmaps and design review cycles by contributing visual design perspectives that shape
product strategy and customer experience direction. Use prototypes and visual artifacts to drive alignment at senior leadership levels.
* Accessibility & Inclusive Design: Advocate for accessible, inclusive visual design that meets global standards and serves diverse audiences — ensuring visual systems account for contrast, readability, and adaptability across contexts.
About the team
The
PVXD Visual Design Studio is a centralized creative team that provides visual, motion, and artwork design services to the entire Prime Video Experience Design organization. We support designers across five global locations, partnering on feature-level visual design while driving studio-wide initiatives that elevate the craft and coherence of Prime Video's visual identity.
Our team includes dedicated motion designers, visual designers, and design technologists — and this role sits at the center of that ecosystem, providing visual leadership that informs and elevates the work across all disciplines. We value prototyping as a core practice,
design systems as infrastructure, and cross-disciplinary collaboration as the path to exceptional customer experiences.
- 10+ years of design experience
- Have an available online portfolio
- Experience with best practices for User Interface Design, Information Architecture, and Interaction Design
- Experience in life cycle design projects from design strategy through execution
- Experience in a variety of design, wire-framing, and prototyping tools
- Experience in delivering design solutions for projects of large scope and complexity
- Experience art directing motion designers, illustrators, writers and content creators
- Experience directly working with engineering teams
- Strong proficiency in
Figma, including component architecture, design tokens, and library management
- Experience designing for entertainment, media, or content-rich consumer products across multiple platforms (mobile, web, TV/living room)
- Experience architecting or leading a design system used by 20+ designers across multiple locations
- Advanced prototyping expertise — using tools such as ProtoPie, Principle,
Figma prototyping, and Rive to create prototypes as a primary communication and decision-making tool at leadership levels
- Understanding of motion design principles and how visual design decisions enable or constrain motion behavior
- Experience defining visual brand guidelines and translating brand identity into systematic product-level visual language
- Track record of influencing
product strategy at a senior level without direct authority
Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.
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, WA, SEATTLE - 164,000.00 - 221,800.00 USD annually