[nj2006]

Amazon is launching a video-on-demand service that will carry some 40,000 films and television shows.

Amazon Video On Demand, unlike market leader iTunes, allows users to stream content and does not require specific software.

The online retail giant has content deals with all the major US producers and broadcasters except Walt Disney and Disney-owned ABC, which have close ties to Apple's iTunes.

Films and shows are available for either rental or purchase, at different prices, and once acquired can be stored virtually on a personal "Your Video Library".

In a first move into direct-to-television distribution, Amazon and Sony are integrating the service with some of Sony's Bravia line of high definition TVs.

An invited trial group are already using Amazon VOD and it will be opened to the rest of the US later this year.

Bill Carr, Amazon’s vice president for digital media, said: "For the first time, this is drop dead simple. Our goal is to create an immersive experience where people can’t help but get caught up in how exciting it is to simply watch a movie right from Amazon.com with a click of the button."