Amazon recently updated the Prime Video experience for Windows users, and many have noticed an frustrating change: the application now consistently opens within a Microsoft Edge window, even if the system default browser is set to Google Chrome, Mozilla Firefox, or Brave. This behavior is not a technical glitch or a virus; it is a deliberate architectural shift by Amazon.

The primary reason Prime Video keeps changing to Microsoft Edge is that the standalone native Windows app has been discontinued and replaced by a Progressive Web App (PWA). This new "app" is essentially a dedicated shortcut that utilizes Microsoft Edge's WebView2 engine to render the Prime Video website. Since the application is now built on Edge's infrastructure, it ignores your global default browser settings to maintain its internal framework.

Understanding the Shift from Native App to Web Shortcut

For years, Windows users downloaded the Prime Video app directly from the Microsoft Store. This was a "native" application, meaning it was built specifically for the Windows operating system using its internal code structures (UWP or Win32). However, maintaining separate apps for Windows, macOS, Android, iOS, and smart TVs is resource-intensive for developers.

The Rise of Progressive Web Apps (PWA)

Amazon, like many other tech giants (including Spotify and X/Twitter), has transitioned to the PWA model. A PWA allows a company to maintain a single web version of their service that functions across multiple platforms. In the case of Windows, Amazon opted to package their website into a container that looks like an app but runs on the Microsoft Edge engine.

Because Windows integrates Microsoft Edge at the core level, developers use a component called WebView2. This component allows apps to embed web content (HTML, CSS, and JS) directly. Since WebView2 is powered by Edge, any link opened through this container is forced into the Edge environment, regardless of your personal preferences.

Why Did Amazon Make This Change?

  1. Development Efficiency: By using a web-based shell, Amazon only needs to update its website code to improve the Windows "app."
  2. Consistency: It ensures that features like X-Ray, subtitles, and store layouts look identical to the browser version.
  3. Security: Leveraging the built-in security patches of Microsoft Edge reduces the vulnerabilities associated with maintaining older native code.

Why Your Default Browser Settings Are Being Ignored

Under normal circumstances, clicking a link in an email or a document should open your chosen default browser. However, the Prime Video "app" icon on your taskbar or Start menu is no longer pointing to a general executable file. Instead, it is pointing to a specific command that tells Windows: "Open this URL using the Edge rendering engine."

The Microsoft-Edge Protocol

Windows uses specific "protocols" to determine how links are handled. While http: and https: are usually assigned to your default browser, Microsoft has created a proprietary microsoft-edge: protocol. Many system-level links (like those in the Windows Settings menu or the News and Interests widget) are hard-coded with this prefix.

The new Prime Video shortcut operates in a similar fashion. It is tethered to the Edge framework, effectively bypassing the standard browser selection logic. This is why changing your settings in "Default Apps" often yields no results for this specific program.

How to Stop Prime Video from Opening in Microsoft Edge

Since you cannot revert the official app back to its native form, the solution is to stop using the "official" shortcut provided by the Amazon update. Instead, you can create your own "App" experience using your preferred browser.

Method 1: Creating a Custom App Shortcut in Google Chrome

If you prefer Google Chrome, you can create a dedicated Prime Video window that feels exactly like a native app but uses the Chrome engine.

  1. Open Google Chrome and navigate to the Prime Video website.
  2. Log in to your account.
  3. Click the three vertical dots (Menu) in the top-right corner.
  4. Navigate to Save and Share and then select Install page as app... (or Create Shortcut in older versions).
  5. In the pop-up window, give it a name like "Prime Video Custom."
  6. Crucial Step: Check the box that says "Open as window." This ensures the site opens in its own dedicated frame without address bars or tabs, mimicking an app experience.
  7. Click Create or Install.

You will now have a new icon on your desktop and Start menu. Pin this to your taskbar and delete the old Prime Video icon that was forcing Edge to open.

Method 2: Using Progressive Web App Features in Firefox

While Firefox handles PWAs slightly differently, you can still achieve a similar result using its "Site-Specific Browser" logic or simple shortcuts.

  1. Open Firefox and go to primevideo.com.
  2. Resize the window to your preferred viewing size.
  3. Highlight the URL in the address bar and drag the small "lock" icon to your Windows desktop.
  4. This creates a shortcut. While it will open a tab in Firefox, it ensures you are staying within your preferred ecosystem.
  5. For a more "app-like" feel, there are third-party extensions for Firefox that enable PWA support, allowing for windowed, borderless viewing.

Method 3: Fixing System-Wide Protocol Associations

If you find that all links—not just the Prime Video app—are reverting to Edge, you need to perform a deep reset of your file associations. Windows 11 often resets these after a major update to promote Edge.

  1. Press Windows Key + I to open Settings.
  2. Go to Apps > Default apps.
  3. In the search bar under "Set defaults for applications," type the name of your preferred browser (e.g., Chrome).
  4. Click on the browser and then click the Set default button at the top.
  5. Scroll down the list of file types (.html, .htm) and link types (HTTP, HTTPS). Ensure every single one is assigned to your chosen browser. If you see "Microsoft Edge" next to any of them, click it and manually switch it.

The Impact of Using the Web Version vs. the Old Native App

Changing how you access Prime Video has practical implications beyond just which browser icon appears in your taskbar.

Loss of Offline Downloads

The biggest drawback of Amazon moving to an Edge-based web app is the impact on offline viewing. The original native Windows app allowed users to download movies and TV shows for offline viewing (perfect for flights or travel).

Because web browsers (and by extension, the new Edge-based shortcut) are designed to be online tools, the Download button has disappeared for most users. If you require offline downloads, you may need to use the Prime Video app on a mobile device (Android/iOS) or a tablet, as the Windows version is now strictly a streaming portal.

Video Quality and Resolution

Streaming through a browser (or a PWA) sometimes limits resolution based on Digital Rights Management (DRM) requirements. Microsoft Edge actually has an advantage here because it supports PlayReady DRM, which often allows for 4K streaming that Chrome or Firefox might struggle to provide due to different security standards (Widevine).

If you notice that the quality is lower in Chrome compared to the Edge-based app, this is likely why. However, for 1080p (HD) viewing, most modern browsers perform identically.

Advanced Troubleshooting: When Defaults Keep Resetting

In some cases, users report that even after setting Chrome as the default, Windows 11 reverts to Edge after a reboot. This is often caused by background system processes or "Startup Boost" features in Edge.

Disable Edge Startup Boost

Edge has a feature that keeps a minimal version of the browser running in the background to make it launch faster. This can sometimes "hijack" link requests.

  1. Open Microsoft Edge.
  2. Click the three dots and go to Settings.
  3. Select System and performance from the left sidebar.
  4. Toggle off Startup boost.
  5. Toggle off Continue running background extensions and apps when Microsoft Edge is closed.

Check for Third-Party "Optimization" Software

Some antivirus programs or system cleaners (like CCleaner or specialized security suites) have features designed to "protect" your browser settings. If these are misconfigured, they might view your change to Chrome as a "hijack" and revert it to the "safe" factory default (Microsoft Edge). Review the settings in your security software to ensure "Browser Protection" isn't overriding your choices.

Summary of the Prime Video Situation

The transition of Prime Video to Microsoft Edge is a strategic move by Amazon to reduce development costs and standardize the user interface across the web. While it feels like an imposition of Edge on the user, it is technically a shift from a native software architecture to a web-based one.

To regain control, users should bypass the official shortcut and utilize the "Install as App" features found in Chrome or other Chromium-based browsers. This provides the aesthetic of a dedicated application without the requirement of using the Edge browser interface.

FAQ

Why did the Prime Video app icon change on my taskbar?

Amazon pushed an update that replaced the old application files with a web-link installer. The new icon represents a Progressive Web App (PWA) that runs on the Microsoft Edge WebView2 engine.

Can I uninstall Microsoft Edge to stop this?

It is not recommended. Microsoft Edge is deeply integrated into Windows 11. Removing it can break various system components, including the Start menu search and the very engine (WebView2) that many other apps now rely on to function.

How do I get back the "Download" button for offline movies?

Currently, the Windows version of Prime Video no longer supports offline downloads due to the switch to a web-based platform. To watch offline, you must use the Prime Video app on Android, iOS, or a compatible tablet (like an iPad or Fire Tablet).

Is there a way to force the official app to use Chrome?

No. The official app is hard-coded to use the Windows WebView2 runtime, which is inherently tied to the Edge/Chromium engine developed by Microsoft. To use Chrome, you must create your own shortcut via Chrome's "Save and Share" menu.

Does this change affect my Prime Video subscription cost?

No, this is strictly a technical change to the software delivery method and does not impact your membership, billing, or library access.

Why is the video quality different in different browsers?

Video quality is often dictated by DRM (Digital Rights Management). Microsoft Edge supports higher-tier DRM (PlayReady) which can enable 4K, whereas other browsers might be capped at 1080p due to different security protocols.