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Hardly a year after it inked its first African content deal — a multi-year licensing agreement with Nigerian production outfit Inkblot Studios — Amazon Prime Video is primed to expand its footprint on the continent, looking to unlock a largely untapped African consumer market and lock down deals with the continent’s top talents.

“We now have a dedicated local content strategy for the continent across the board, from originals to be developed and produced by Amazon Studios, to an exciting licensing slate with top-tier producers,” said Ned Mitchell, the Los Angeles-based head of originals for Africa and the Middle East for Prime Video and Amazon Studios.

The streamer has made a raft of hirings in the past two years to shore up its Africa team — moving “quickly,” Mitchell admitted, “but with real savvy to find the right local experts who have the right approach that’s deeply respectful to talent and...