You know the drill: you subscribe to a streaming service like Amazon Prime Instant Video or Netflix, you get whichever films and TV shows they offer. But Amazon might be taking a different approach.
It's rumoured it'll let customers to its Prime Instant Video service tap into other streaming services as well. Sources have told Bloomberg that Prime customers will be able to add "other online subscriptions to their accounts, including major, well-known movie and TV channels".
Amazon will reportedly also sell prepackaged channel bundles of its own creation.
The new feature could go live as soon as next month.
It might sound a bit strange, but it would be in keeping with Amazon's business model. It lets other retailers sell through Amazon.co.uk and Amazon.com, after all, so why not let other entertainment services offer their wares through Prime Instant Video? Its primary goal is to lock users into its ecosystem, much as Apple does with the Apple TV and App Store.
Plus Amazon already offers other services like Netflix and Hulu via its Fire TV and Fire TV Stick devices.
The service is reported to offer landing pages for other video services within Prime, and to use these companies' own branding. So you'll know when you're browsing the offerings of another service.