It's hard to deny that Netflix's Instant Watch feature is the best online streaming service. With Blockbuster falling into bankruptcy a few months ago, Netflix has a corner on the market when it comes to online video content. The longer Netflix is allowed to sit at the top of the totem, the harder it will be for companies to compete with their services.

Amazon is one of those companies worried about the potential threat Netflix poses to their service. It was announced today that Amazon will be launching an online streaming service to compete with Netflix.

According to The Wall Street Journal, Amazon is beginning to gather companies to support their Netflix-esque streaming service for TV and movies. The service will reportedly be bundled with their Amazon Prime account, which is currently priced at $79 per year. Warner Bros., Microsoft, and Sony are companies that Amazon is expecting to be involved in the launch, with Vizio taking an interest in a TV adaptable component.

While Amazon is a great resource for online shopping, I personally feel like it may be a little late on the streaming game. There is, of course, always room for healthy and beneficial competition between the companies even if Netflix has a large head start. Blockbuster and Hulu's online service are currently of mediocre quality in comparison so it would be nice to see another company bring more options to the future of online entertainment. Regardless, it's definitely a sign of the times that companies are moving to primarily online content over storefronts.