Amazon (AMZN) Looks to Finally Start Advertising Its Robust Instant Video Service (NFLX)

January 2, 2014 12:29 PM EST
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Join SI Premium – FREE (Nasdaq: AMZN) may finally feel comfortable enough with its Amazon Print Instant Video offering to take its war with Netflix (Nasdaq: NFLX) to the next level.

BTIG's Rich Greenfield noted Thursday that Amazon launched its first television advertising spot for Prime Instant Video, which aired earlier this week. In part, the commercial says:

You’ll get instant access to over 40,000 hit movies and TV episodes, like Alpha House, Dora the Explorer, and The Hunger Games, streamed directly to your TV, computer or tablet, so you can start watching right away. Tons of TV shows, tons of movies, just because you are a part of Amazon Prime. Downton Abbey that’s one thing we watched like the first season and I think the second season as well. Who needs to subscribe to another video service, you get video, great movies right there on-demand as part of Prime.

Amazon has also been more open about Prime Instant Video on conference calls and recently introduced a feature for Kindle Fire HD and HDX owners to download video for watch offline.

But, while Amazon has been bolstering the service with contracts and original content, Greenfield notes that the segment really hasn't had an impact on Netflix metrics. That all might change and Amazon ramps its ad spend to get user and potential Prime customers more aware of what's available.

Shares of Netflix are down 1.7 percent Thursday.

The new Amazon ad can be viewed below:

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