Amazon Shifts Streaming Strategy, Onboards Three Netflix Execs

WHO:

ComingSoon.net - Amazon has hired Diana Bernstein, Chris Carter, and Matt Rea from Netflix.

Deadline - Diana Bernstein, Chris Carter, and Matt Rea are former Netflix executives who worked there for over a decade.

WHAT:

ComingSoon.net - Prime Video is implementing a genre-based approach to its content.

Deadline - Amazon has made significant changes to its film and TV business affairs division.

WHERE:

ComingSoon.net - The changes are taking place within Amazon's Prime Video division.

WHY:

Deadline - The shift in strategy is part of Amazon's effort to enhance its streaming service.

HOW:

ComingSoon.net - The new approach is reflected in structural changes across Prime Video's creative and business teams.

(UPDATED October 5, 2026 23:59 UTC)

Amazon has made a significant move by hiring Diana Bernstein, Chris Carter, and Matt Rea, all former Netflix executives who bring over a decade of experience to the table. This change is part of a broader strategy to enhance Prime Video's streaming service through a new genre-based approach, which will be reflected in structural adjustments across its creative and business teams. These developments are aimed at revitalizing Amazon's film and TV business affairs division within the Prime Video sector.