In what can only be read as a direct challenge to fellow video streaming company Netflix, Amazon has announced a new monthly subscription service called Prime Video. The service, which unbundles the video streaming element of Amazon Prime, will cost $8.99 per month. This, of course, will be less expensive than Netflix's across the board $9.99 rate (coming after a May price hike), and will allow subscribers to watch Amazon content without first needing to commit to a $99 yearly payment for Amazon Prime.

The Chronicle reached out to both Amazon and Netflix for comment, however were unable to get a response from either company. Regardless, the move makes sense for Amazon — they have been increasing their original programming over the past several years, and it appears they determined that customers see it as a viable standalone product.

CNet suggests that this is likely only the first unbundling from the company, and that we may soon see Amazon go after music streaming giant Spotify with a standalone Amazon Music.

Amazon Prime is still available for the yearly $99 fee. If you want to try Prime, but are hesitant to plop down a crisp C-note, you can now sign up for a monthly Amazon Prime subscription — although at $10.99 per month you will be paying a premium.

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