Amazon Drastically Changes James Bond's Identity After 63 Years Ahead of Movie Reboot

James Bond is changing — and this time, not just on screen.

Ahead of the next cinematic 007 reboot, which has yet to be given a release date, Amazon has made some controversial changes to how the iconic British spy is presented on its streaming platform, sparking debate over the character’s identity.

Earlier this month, Prime Video was caught using digitally altered versions of vintage 007 posters that removed Bond’s signature gun from his hand. Promotional images based on classic artwork from the films all appeared in edited form, with firearms completely erased.

From Sean Connery all the way through to Daniel Craig, images showed the actors awkwardly posing with their hands folded across their chest, gun-free. The edits quickly went viral, and following online backlash, Amazon replaced the altered artwork with alternative versions — none of which feature any weapons at all.

But the changes didn’t stop there. Viewers also noticed that nearly every James Bond film on Prime Video now carries a new set of trigger warnings. Some of the 25 007 entries share open advisories that include “violence,” “smoking,” “alcohol use,” and “strong language,” along with additional warnings about “nudity,” “sexual content,” and “womanising.”

Related: The Next ‘James Bond’ Actor Has Finally Been Named, as Reboot Eyes 2026 Release

Fans have been divided: some see it as a modern update for contemporary audiences, while others argue that the studio is sanitising one of cinema’s most recognisable characters.

This comes as Amazon prepares to relaunch the James Bond series from scratch. Dune and Blade Runner 2049 director Denis Villeneuve is attached to direct the film, with Peaky Blinders creator Steven Knight penning the script. Casting for the new 007, however, is expected to begin once Villeneuve completes work on Dune: Part Three next year.

While little is known about the direction of the reboot, Amazon’s recent decisions may hint at a dramatic tonal shift. If Bond’s martini, smoking habit, and Walther PPK are all being re-evaluated, the next film could redefine who James Bond is for a new generation — one where the world’s most famous secret agent might not look, act, or shoot quite the same way again.

What do you think about the changes made to James Bond on Amazon Prime Video? Share your thoughts with us in the comments down below!