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amazonvideo11Amazon’s video streaming service has a new name, sorta.

The Seattle-based e-commerce giant has shortened “Amazon Instant Video” to simply “Amazon Video.” A company spokesperson confirmed the branding change in response to GeekWire’s inquiry but did not provide further details as to why the change was made.

Amazon has also shortened the name of “Prime Instant Video” to simply “Prime Video.” This is the variation of the service that offers streaming movies and shows as part of a $99/year Amazon Prime subscription.

The company launched its first video service as “Amazon Unbox” in 2006, then changed it to “Amazon Video on Demand” in 2008 before again shifting to “Amazon Instant Video” in 2011.

Amazon, competing aggressively against the likes of Netflix and Hulu, has been investing heavily to acquire and produce streaming content, winning two Golden Globes for the show Transparent, and reportedly paying $250 million to acquire the popular Top Gear show for its Prime audience, among many other video projects and initiatives.

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