Tech giant Amazon (AMZN) is bringing augmented reality (AR) to live football broadcasts this week through its Prime Vision feature. The company’s goal is to boost viewer engagement, especially among younger audiences. The move could boost Prime Video subscriptions and strengthen Amazon’s sports-streaming presence.
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For context, Prime Vision is an Amazon Prime Video feature that uses augmented reality and data-rich graphics to enhance live sports broadcasts, including American and European football (soccer).
Amazon Eyes More Sports Subscribers
Amazon’s Prime Vision feature will debut in the UK on Tuesday during the first round of UEFA Champions League matches. The optional feed layers real-time stats, like players’ names, running speeds, and jump heights, directly onto the live stream. Additionally, the graphics will feature Amazon’s expected goals (xG) algorithm, which tracks match momentum and estimates which team is most likely to score next.
Notably, Alex Green, head of Prime Video Sport International, told The Guardian that the service will “raise the bar for football fans and offer something new.” The company is also planning to add more features in the coming years after taking users’ feedback. In the long run, Amazon ultimately hopes to let viewers customize the graphics and data for each match.
According to Main Street Data, Amazon’s subscription services revenue grew by around 12% year-over-year to $12.21 billion in Q2 2025. Below is a screenshot for reference.
What This Means for Amazon
Prime Vision has successfully enhanced NFL coverage in the U.S. for three years. For viewers, it works like a live analyst explaining the match in real-time, with insights and graphics overlaid on the broadcast. By bringing this experience to European football fans, Amazon is engaging a younger, tech-savvy audience and giving them more reasons to stay subscribed to Prime Video.
For Amazon, this move presents two key opportunities. First, higher engagement and retention, as sports content keeps Prime members loyal and encourages continued subscription payments. Second, advertising and data potential, because enhanced broadcasts can draw premium ad revenue while providing valuable insights into viewer behavior.
While it’s still early to gauge revenue impact, the strategy fits Amazon’s broader pattern of using cutting-edge tech to deepen customer involvement and drive long-term growth.
Is AMZN Stock a Buy?
According to TipRanks, AMZN stock has a Strong Buy consensus rating based on 45 Buys and one Hold assigned in the last three months. At $264.14, the Amazon average share price target implies an upside of 14.13% from the current level.
