Amazon is bringing a new AI-powered camera system to the court as the tech giant gets ready to tip off its second season of basketball coverage on Prime Video.

Called Prime 360, the technology uses an array of high-resolution cameras positioned around the arena to capture plays from multiple angles. Amazon’s proprietary AI models then process the footage to create highlight replays that the company says traditional cameras can’t replicate.

The feature will appear during live games and as an analysis tool on the pregame, halftime and postgame shows for select broadcasts. Amazon said it built the system with a team of producers, engineers and AI scientists, using its in-house AWS Trainium chips.

“Think of it like a video game camera,” Josh Green, an associate producer, said in an Amazon video describing the tech (below).

The cameras are calibrated and synchronized, and their footage is sent to the AWS cloud, where each play is reconstructed as a 3D scene — opening up possibilities beyond a normal replay.

“I want to see this play again, and you could actually fly the camera through the play,” said Wade Wakashige, a director of product. The view gives fans at home “something that the customer in the arena can’t see,” he added.

Introducing Prime 360 🎥

Prime Video's proprietary, AI-powered technology that utilizes an array of high-res cameras around the court and AWS Trainium chips to deliver cinematic highlights you've never seen before! pic.twitter.com/mOlikDb45u

— Sports on Prime (@SportsonPrime) October 14, 2026

Prime Video is also adding a fantasy basketball integration with Yahoo Sports. Viewers who link their accounts will see their fantasy rosters and real-time stats on screen during games. They’ll also get recommendations for live and upcoming games featuring players on their teams.

Amazon debuted “NBA on Prime” last October with a Celtics-Knicks game — reviewed by GeekWire — the first under an 11-year deal that gives the company exclusive rights to select regular-season and playoff games. Bloomberg reported that Amazon is paying about $1.8 billion annually for the rights.

This season, Amazon says it will stream more than 100 regular-season and postseason games. In the playoffs, that includes the Play-In Tournament exclusively, select first- and second-round games, and, for the first time, exclusive coverage of the Eastern Conference Finals.

Several tech-driven extras from the first season are back. Fans can again track their active FanDuel bets during broadcasts, though they still can’t place wagers through Prime Video. The Prime Vision alternate stream returns as well, serving as a testing ground for AI-powered stats and graphics, such as flagging offensive players in position to score, that can graduate to the main broadcast.

The “NBA on Prime” season opener is Oct. 23, with a doubleheader: the defending champion New York Knicks host the Boston Celtics at 4 p.m. PT, followed by the Houston Rockets against the San Antonio Spurs in Austin at 6:30 p.m. PT.

The programming is included with a Prime membership, which costs $139 a year or $14.99 a month. Games stream in English and Spanish on the Prime Video app and the web.

Businesses spend heavily to attract visitors to their websites, but traffic doesn’t necessarily translate into sales. Bellevue, Wash.-based Zeacon is building AI tools to help companies connect their marketing content with customer behavior and understand what actually drives conversions.

Co-founded by Kris Naidu and Jay Gounder, Zeacon uses AI to generate videos, personalize website content and track how visitors interact with it. The platform is also designed to identify bot traffic and analyze how both people and AI agents navigate websites — an increasingly important capability as AI changes how people discover and interact with businesses online.

Zeacon’s goal is to help companies move beyond traffic and content creation to understand what turns visitors into customers. As Naidu and Gounder see it, the real measure of success isn’t how many visitors a website attracts, but how many convert.

We caught up with Kris Naidu for our latest Startup Spotlight.

In 50 words or less, give us your elevator pitch:

We help businesses deploy AI agents that optimize their entire digital funnel, with an initial focus on video. Our AI agents can autonomously generate video content without prompting, publish it across social media and websites, personalize the experience for each website visitor and identify bots, while continuously analyze and optimize performance.

What problem are you obsessed with solving?

We are obsessed with helping businesses turn the attention they already paid for into sales. Brands invest in advertising and great video content, but the website where customers actually buy often doesn’t connect with those investments. Zeacon brings that content onto the website, personalizes it to the visitor, and connects engagement to buying behavior. We can also create new videos from product photos and website data based on what converts. The question driving us is simple: How can we help this business sell more while taking work off its team?

What surprised you after talking to customers?

How much opportunity exists in what they already have. Businesses have videos, product photos, website traffic, and customer data. What’s missing is the connection between them. A marketing team wants to know: Which content helps people buy? Where are we losing customers? What should we create next? That reinforced our belief that the real value is turning information into a decision they can act on which we can provide with our platform.  

How has artificial intelligence changed the way you build your company?

AI changed what we could take off the customer’s plate. Zeacon can understand website and product information, generate video from pictures without prompting, choose relevant content for a visitor, and help teams ask questions about performance in plain English. We’re building those capabilities together: create, personalize, measure, and learn. Each result can inform the next decision. That’s a much bigger opportunity than making content faster which we can also do but it means helping a business continuously improve how it sells.

What’s one thing people misunderstand about your startup?

That revenue alone does not tell you how valuable an AI company is. Revenue matters it proves customers will pay. But data deserves equal attention because it determines what the system can learn and how useful it becomes. At Zeacon, we care about the connection between visitor behavior, content, and conversion. The advantage comes from the quality of that data and our ability to turn it into better customer outcomes. Investors should ask what a company is learning with every deployment, alongside what it earns that will help them understand the true growth value.  Upfront value without long term vision effects companies and we were always focused on the end goal which was delivering a product that adds value not only in the near term but cannot be easily replaced.  

What’s the toughest decision you’ve made in the past year?

Deciding what to say no to. When your technology opens up several opportunities, it’s tempting to pursue all of them. But customers need you to solve their problem well. Our focus is helping businesses use video and data to improve their website experience and grow sales. We have to judge opportunities against that purpose, even when they’re exciting. The data helped us understand the entire flow of users for our customers that when we had our moment.  We realized it just was not about providing outcomes for sales but helping the customers fix issues within their website journey and using the content to help fill gaps for the desired outcomes.  

What’s the one piece of advice you give to other entrepreneurs?

Focus. Get close to your customers, understand the problem they will pay you to solve, and keep delivering against it. Do not confuse more features with more value. Make something customers use, trust, and want to keep. It is hard but being focused is the key to winning.  

We’ll know our company has made it when…

Zeacon is recognized for creating a new business science on relating content and user behavior to actual business outcomes.  

Nicolas Cage is drawing a hard line in the digital sand against artificial intelligence, revealing that he likely won’t work with Amazon again after refusing to sign an AI waiver for his now-canceled Prime Video series “Spider-Noir.”

Speaking during a panel at New York Comic Con over the weekend, the actor didn’t mince words about his clash with the studio.

“Amazon is a very AI-friendly company, to the tune of $50 billion invested in OpenAI,” Cage told the crowd, according to The Wrap. “I am not an AI-friendly actor, so it’s like, connect those dots! I’m not a member of their club. I didn’t sign the waiver to let them use AI on ‘Spider Noir.’ I’m probably not going to be working with that studio again, but that’s OK.”

Inspired by the Marvel Comics character, “Spider-Noir” starred Cage as Ben Reilly, an aging, down-on-his-luck private investigator in 1930s New York City who is forced to grapple with his past life as the city’s lone super-powered vigilante.

Despite garnering 11 Emmy Award nominations, Prime Video abruptly canceled the series after just a single eight-episode season.

Cage is famous for boundary-pushing roles in classics like “Leaving Las Vegas,” “Face/Off,” and “National Treasure.” The Oscar winner teased his next pivot to the small screen, hinting that he is set to star in Season 5 of HBO’s anthology crime drama “True Detective.”

And Cage’s anti-AI stance appears to be shaping his future creative ambitions, with Kotaku reporting that the actor expressed a desire to team up with younger, DIY-reared directors — specifically shouting out 21-year-old YouTube sensation Kane Parsons, creator of the viral “Backrooms” series — who honed their skills online and share his deep skepticism toward generative tech.

“They’re doing it from scratch and by hand,” Cage said. “I want to get with that.”