Separate users can now choose their profile in Amazon Prime Video. (Amazon Image)

Amazon Prime Video is embracing personalization, allowing users to create and manage multiple profiles within accounts, the company announced Tuesday.

The move by the streaming service allows functionality similar to what competitors such as Netflix, Hulu and Disney+ have already been offering. Each profile can have separate recommendations and watchlists and can track season progress based on an individual’s activity.

Prime will allow customers to have up to six user profiles — a primary profile plus five additional profiles — on an Amazon account. The intent is often to allow adults to separate what they’re streaming from content that is more suitable for kids.

Prime profiles will be manageable on the Android and iOS versions of the Prime Video app, on the web, on 10th-generation or higher Fire tablets, the Fire TV app and other select devices, such as PlayStation 4.

The new feature is rolling out in phases worldwide.

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