Amazon Rebrands Prime Instant Video

22 Jan, 2016 By: Erik Gruenwedel

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E-commerce giant drops ‘Instant’ from subscription streaming and electronic sellthrough platforms

Amazon has quietly dropped “Instant” from its Prime subscription streaming service and separate Amazon Video electronic sellthrough platform. A spokesperson said the e-commerce giant changed the name about four months ago without any formal public announcement or explanation.

A component of Amazon Prime, the membership program that introduced free two-day shipping to online sales, Prime Video has in recent years sought to compete with SVOD pioneer Netflix and Hulu Plus in content spending, including original programing.

Prime Video recently won two Golden Globe awards for “Mozart in the Jungle,” in addition to launching its first original theatrical release, Chi-Raq from director Spike Lee.

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