For the longest time, Amazon Prime Video has been missing a key feature familiar to users of other streaming platforms like Netflix: user profiles.

Now, Amazon's video streaming service is at last getting the option for multiple profiles, allowing you to see recommendations based on your taste - and your taste only.

Just like on Netflix, each profile will get individual suggestions for what to watch while avoiding content you're unlikely to enjoy, Amazon says.

The range of content on Amazon arguably isn't always rich enough to merit narrowing down using algorithms and user profiles. And yet the tech giant says clicking on your own profile will also make it easier to jump back into a show or film you were watching.

This will come in handy if you have multiple users binging different shows at the same time on your Amazon account.

Until now, Prime Video users have had one single default profile for adults that cannot be removed and a default profile for children that can be deleted.

The new feature, which Amazon says is gradually rolling out to users around the world, will allow you to create up to six profiles in one account - meaning one main profile and five additional profiles. Amazon will also let you mix adult and child profiles.

 - dpa