Introduction to Vega Content Personalization

Open Beta Documentation Amazon offers this technical documentation as part of a pre-release, open beta. The features described might change as Amazon receives feedback and iterates on the features. For the most current feature information, see the Release Notes.

Important: This API is not yet supported on the Vega Simulator. To test your implementation, please use the Fire TV Stick.

Through Vega Content Personalization, Amazon Fire TV provides a personalized experience to customers and showcases relevant content from your apps. Here’s an overview of the Content Personalization API, along with its data requirements.

To understand the data types used for this integration, see Data Type Reference. For a step-by-step integration guide, see Get stared with Vega Content Personalization.

For the API details, see Content Personalization APIs.

Customer experience improvements
- Continue Watching row
- Video recommendations
Customer opt-in
Data requested

Customer experience improvements

Sharing customer activity with Fire TV through the Content Personalization API enables customers to discover more personalized movie and TV show content. By providing information on watch activity, watchlist additions, DVR recordings, and purchases, Fire TV is able to help the customer more easily resume in-progress content, and make more accurate recommendations for new movies and TV shows.

Below are a few examples of these features.

Continue Watching row

Based on a customer’s watch history, the Continue Watching row shows in-progress movies and TV shows as well as new episodes of a previously completed series.

Video recommendations

With rows such as Next Up For You, Fire TV provides recommendations of movies and TV shows for the customers to watch across different streaming apps. These recommendation rows use the shared customer watch history to make more accurate predictions for what content the customer may enjoy.

Customer opt-in

Customers choose whether they want to opt in or out of sharing their viewing and content information through the Content Personalization API.

Has the customer opted in?	Results
Yes	Customer experience will be personalized through the Content Personalization API.
No	Customer experience will not be personalized through the Content Personalization API.

Data requested

The Content Personalization API uses the following data types.

Data Type	Description	Examples of how this data may be used
Watch Activity	Playback of content by the customer.	Fire TV uses this data to give customers an easy way back into the content they were watching in your apps. We may also use this data in recommendation carousels, like Next Up For You.
Individual Entitlements	Purchases, rentals, and recordings that are not part of a subscription entitlement.	Fire TV may use subscription entitlement information to determine correct entitlements for row creation and update the detail page with the correct providers. Also, purchases, rentals, and DVR recordings may be added to the My Stuff page.
Watchlist	Additions and removals of content from the customer’s watchlist.	Items may be added to the Watchlist on the My Stuff page.
Content Interactions	Captures various customer engagements such as watching trailers, viewing detail pages, liking or disliking content, etc.	Integrating with content interaction related APIs is optional and not necessary for certification. Check with your Amazon contact if you have questions.

See Data Type Reference for a complete breakdown of the data requested.

Note: We only provide an integration point on the device, so if your app doesn’t have access to the required data, work with your backend team to get the data your app needs.

Last updated: Sep 30, 2025