BT is giving its TV subscribers the opportunity to access Amazon Prime Video via their set-top boxes.
The UK telecoms group is the first major TV provider in the country to offer this level of access to Amazon's online video-on-demand service.
BT said the move is part of its ambition to give TV subscribers "unrivalled choice through partnerships with the world's best content providers".
Available to some customers now, the provision will be fully rolled out over the course of the summer.
BT TV subscribers will be able to use the Prime Video app to sign up to Amazon's paid streaming service and watch thousands of TV episodes and films. The platform hosts a number of exclusives and original series such as The Grand Tour and The Marvellous Mrs Maisel.
Sports fans will get live exclusive coverage of the US Open Tennis Championships, in addition to the BT Sport and Sky Sports access available via the BT set-top box, meaning they can see every Premier League match due to be broadcast from the 2019/20 season.
Apps and services such as Netflix, NOW TV and BBC iPlayer are also available to customers.
Tony Singh, Content and Business Development Director for BT's Consumer division, said the provider wants to give its TV subscribers the option to bring all of their favourite viewing content together in one place, on a single bill.
Brett Ballbach, Business Development Director for Prime Video Europe, added: "Prime Video is already available on thousands of devices, from smart TVs to games consoles to tablets and mobile devices.
"We're delighted to add to that range of devices with Prime Video now available to access via BT TV set-top boxes - we think customers are going to love the opportunity to stream their favourite Prime original shows and Prime exclusive sports on the device."
It was also announced this week that Netflix and Virgin Media had strengthened their partnership in the UK, offering customers a new single billing option.