With a new redesigned site, Amazon also dropped the ball on a new partnership with Sony to deliver its Amazon Prime Instant Video streaming service to the PS3. Sony's console is now a Netflix-streaming box and an Amazon video streaming one.
To start watching videos on your PS3, all you have to do is register your PS3, and ta-da: 120,000 movies and TV shows at your fingertips for renting or purchase.
If you're already an Amazon Prime member, you can get access to Amazon's 17,000 Prime Instant Videos for free on your PS3, in addition to the free two-day shipping that membership already nets you.
With Netflix on virtually every game system, set-stop box, and Smart TV, expanding to game consoles shows Amazon is serious about not getting swept under the carpet by video streaming rivals.
Netflix's 21.7 million U.S. subscribers still dwarf Amazon Prime's 3 to 5 million, but it's another step for Amazon in building out its content ecosystem.
We won't be surprised if Amazon cuts a deal to put Amazon Prime's streaming video service on Xbox Live, considering how the 360 is now used more for watching videos than gaming.
With Sony and Amazon both working so hard to expand their respective digital content platforms, the two companies could see this partnership lead to a larger alliance down the road. Can you imagine having a PlayStation-certified Kindle Fire? That would be killer.
Amazon, can we get a little PS Vita love?