Amazon soft launches Prime video streaming service in Australia

Global retail giant Amazon has soft launched its video streaming service, Amazon Prime, in Australia, coinciding with the launch of its new flagship show ‘The Grand Tour’.

Amazon overnight dropped geoblocks preventing Australians from signing up for its Prime service, which allows users to get free parcel delivery and access its video streaming catalogue for a fixed yearly sum.

It will go head-to-head with Netflix, and Nine Entertainment and Fairfax Media owned Stan in the competitive space, which has already seen the folding of Foxtel’s Presto service.