Remember 
when Amazon.com was just an online bookstore?
As the Internet has evolved, Jeff Bezos and company have transformed with it. And while the site is certainly a retail powerhouse and dominates the publishing (and ePublishing) industry, Amazon has become a company with deep interests in other forms of entertainment — and those efforts are starting to bear fruit.
After taking a 
number of body blows following its decision to hike fees and split its streaming and DVD operations, Netflix is rallying back, announcing a groundbreaking agreement giving it exclusive first-run rights for with DreamWorks Animations’ feature films and television specials.
Amazon, meanwhile, responded with a new partnership for its own streaming service, bringing 2,000 Fox films and television episodes to its Amazon Prime Instant Video program.
Amazon Prime’s streaming 
catalog isn’t as big as the one at Netflix, but it’s working hard to catch up.
The retail giant has struck a deal with NBCUniversal Domestic TV Distribution that will add select Universal Pictures films to the Prime Instant Video collection. The deal will bring the total number of streamable videos to 9,000.
Amazon is escalating the battle among 
video streaming services.
The online retailer has flipped the switch on Amazon Instant Video, a ‘free’ streaming service for paying members of its Amazon Prime program. The service is squarely targeted at the growing service Netflix has been building over the past few years, with over 5,000 titles – and a lower monthly cost.
Chris Morris: Journalist 