We knew it was coming, and now it's here. In the US, anyway. Amazon Prime Instant Video now streams films and TV shows in 4K Stateside. There's no word on when it will reach UK shores.
Unlike Netflix, Amazon doesn't charge any extra for 4K. Like Netflix, its selection in that resolution is a little sparse.
Amazon Originals like 'Alpha House' and 'Transparent' are available, as is 'Orphan Black', and films like 'American Hustle', 'Captain Phillips' and 'This is the End'.
You can also watch the 'Tony Bennett & Lady Gaga: Cheek to Cheek LIVE!' concert in 4K.
"We want to deliver the best entertainment experience, and offering Ultra HD movies and TV shows raises the bar on quality and innovation that customers have come to expect from Amazon," Michael Paull, vice president of Amazon Digital Video, said in a statement.
"We're also excited that Ultra HD is the latest benefit of the Amazon Prime membership, giving members instant access to great movies and TV shows in a premium picture resolution at no additional cost."
It's not the first time Amazon has left us Brits out of the party. It launched devices like its Kindle Fire range of tablets, Fire phone and Fire TV in the US first. Though in the case of the Fire phone, no one in the UK was too bothered.