Amazon Prime Video finally introduces viewer profiles

You no longer have to share your progress and recommendations.

It might have taken years, but Amazon Prime Video is finally ready to offer something you might take for granted on Netflix and other services: multiple profiles for a single account. NDTV and XDA have noticed that you can now add five additional profiles to your Prime Video account on top of a primary default profile, including Kid's Profiles that restrict content to material suitable for children 12 and under. You no longer have to juggle your recommendations with those of your partner, or worry that your young ones will watch Hunters.

We've asked Amazon to be more specific about which countries have profiles, although you can use them on Android, iOS, Fire TV devices and the web when they are available.

The timing couldn't be more appropriate. With people being urged to stay at home to reduce the spread of COVID-19, Prime Video usage is bound to go up -- and that includes driving viewership by family members who might not have used the service much before. Profiles, plus a Cinema hub highlighting movies that were supposed to be in theaters, could encourage more people to give Prime Video a try.

Update 3/23 12:25PM ET: In addition to India, Amazon says profiles are available in other countries in Asia and Africa. The worldwide rollout is happening in phases, so you should expect follow-up news when profiles are available in the US and the UK.