Amazon is stepping up its battle with competitor Netflix by introducing a payment option allowing customers to buy its streaming video service for a monthly fee of $8.99 — one dollar less than Netflix’s most popular subscription plan.

Previously Amazon’s video service was only available to Prime members, who paid $99 annually for cheaper, faster shipping, alongside other perks.

The reputation of Amazon’s streaming video offering has increased as it has debuted well-received exclusive shows like The Man in the High Castle. It also offers various existing movies and TV shows, while snapping up hot independent movies at film festivals.

The new $8.99-a-month pricing began in the U.S. on Sunday. Before this, only Sprint customers had the option of paying monthly for a Prime subscription — although this set them back $10.99 per month.

Netflix currently has around 45.4 million customers in the United States, compared to an estimated 40 to 60 million worldwide for Amazon Prime.

Will this help turn the tide in Amazon’s favor? We’ll have to watch and wait. Emphasis on watch.

Via: WSJ