Amazon looking to bundle other streaming services into Prime

Amazon (NASDAQ: AMZN) is close to bundling other streaming services into its Prime Instant Video subscription product, Bloomberg reported. 

The news service said additional subscription streaming channels could be added to Amazon Prime Instant Video as soon as next month. These channels would benefit from Prime's enormous reach -- it's estimated that there are 44 million Prime members -- as well as Amazon's commitment to handling billing and infrastructure.

Ostensibly, this would mean that SVOD services like HBO Now and CBS All Access would be accessible through Prime's user interface, with consumers paying just one bill for all their SVOD programming.

Bloomberg, however, did not cite sources or name any of the perspective streaming program services that are in talks with Amazon.

Amazon is looking for an edge to compete in the SVOD market with the larger Netflix (NASDAQ: NFLX), while also holding off the insurgent Hulu, which has ramped up its commitment to original content and is quickly growing its subscriber base.

The addition of third-party program channels would make Amazon a program bundler similar to the pay-TV services it has been disrupting. Bloomberg said these bundling plans are not related to Amazon's exploration of possibly launching a live streaming pay-TV service, similar to Dish's Sling TV.

Bloomberg said the revenue-sharing agreements between Amazon and programmers would vary. Amazon reps didn't immediately respond to FierceCable's inquiry for comment and confirmation. 

For more:
- read this Bloomberg story
- read this Variety story

Related articles:
Amazon sets HDR plans as OTT services jump ahead of pay TV
Amazon is the latest to explore a live-TV streaming service, reports say
TWC, CBS and others rush into an OTT future, but some strategies make way more sense than others