Amazon takes on Netflix with new monthly Prime membership

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Amazon stays competitive.
(Image credit: LEON NEAL/AFP/Getty Images)

For customers who are wary of locking themselves into a $99 yearly Amazon Prime membership, a new pay-by-the-month option announced Sunday could be enticing — especially for the streaming perks offered by Prime Video.

"Amazon is in this to win this. Before, video was an afterthought to free shipping. Now, it's top of mind. In order for this to [succeed], they're going to have to market it and spend a lot of money on new content," Wedbush analyst Michael Pachter told The Hollywood Reporter.

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Additionally, in recent years Amazon has invested in creating original shows such as Transparent and Mozart in the Jungle, and picked up major arthouse films like Spike Lee's Chi-Raq and Sundance darling Manchester by the Sea. Amazon already has deals with major films screening at the Cannes Film Festival in May.

"What this says is that they now believe the content is good enough to justify a stand-alone service," Pachter said.

Jeva Lange
Jeva Lange

Jeva Lange was the executive editor at TheWeek.com. She formerly served as The Week's deputy editor and culture critic. She is also a contributor to Screen Slate, and her writing has appeared in The New York Daily News, The Awl, Vice, and Gothamist, among other publications. Jeva lives in New York City. Follow her on Twitter.