Gaurav Gandhi, Amazon Prime Video’s VP for Asia-Pacific, took the stage in London this month with a clear message: the platform intends to become the world’s foremost destination for anime. It’s a direct challenge to Crunchyroll and Netflix, who have spent years cultivating exactly that audience.
The proof, Amazon suggests, lies in the upcoming catalogue additions. Ghost in the Shell, Fist of the North Star, and a second season of From Old Country Bumpkin to Master Swordsman are all part of the package. Gandhi framed this as a natural progression, noting that Amazon already considers itself the home of the best anime in Japan.
But Trust Is Hard-Won and Easily Lost
Fans with longer memories will recall the Anime Strike debacle of 2017. That premium add-on channel in the United States shuttered within a year after a tepid reception.
More recently, Amazon faced significant backlash in late 2025 when subscribers discovered AI-generated English and Latin Spanish dubs on titles including Banana Fish, No Game No Life Zero, and Vinland Saga. The AI beta experiment went down poorly enough that by December 2025, Amazon had quietly removed all synthetic dubbing from its platform.
There’s a disconnect here. You cannot declare yourself the preferred destination for a passionate community while simultaneously cutting corners on the very elements that community values mostβskilled voice actors and thoughtful localisation.
The Worth Asking
- What would need to change about Amazon’s approach for you to consider switching your loyalty?
- What evidence would convince you they’re serious about getting it right this time?
Leave a Comment