Backlund will continue to be based in London, working closely with Karin Lindström, currently Head of Originals Nordics, and Andreas Hjertø, Head of Content Acquisition Nordics, on top of Amazon’s channels team.

According to Prime Video, Backlund's new role illustrates the US streaming group’s “continued long-term investment in the Nordics to offer a versatile, attractive and engaging service for all Prime and Prime Video members.”

Overseeing Prime Video in Sweden, Norway, Denmark and Finland, he will be responsible for investments, marketing and partnerships for Prime Video in the Nordics, as well as programmes, including over thousands of movies and TV shows.

Those take in Amazon Original series’ Lord of the Rings: The Rings of Power, The Boys, Tom Clancy's Jack Ryan, The Grand Tour, as well as local original titles such as FLX’s comedy Toppen starring Robert Gustafsson, the competition game LOL: Laughs Best Who Laughs Last, the formats The Bridge and Hot Hearts.

As part of the ramping up of the US group’s investments in Nordic content, Prime Video announced last October a landmark three-year film deal with Nordisk Film - see our story: Prime Video inks landmark 3-year film deal with Nordisk Film - invests in new Nordic Formats.

Backlund joined Amazon in 2012 and took the position of Senior Content Acquisition Manager for the UK and Ireland for the DVD rental and online video service Lovefilm, fully-bought by Amazon a year earlier.

In conjunction with Backlund's new position, Tushar Jindal has been appointed Head of Content for Prime Video in the UK.​