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Amazon rolling out Netflix-like unlimited video streaming for Prime subscribers?

Rumors of Amazon either purchasing Netflix or launching a competing option have been circling and now one of our readers says he's seeing an unlimited video streaming section to complement the current Amazon VOD options. That's a nice bonus for the $79 / year package that currently adds a few free shipping bonuses and it would be cheaper on a yearly basis than Netflix's Watch Instantly ($95.88.) As seen above and in the gallery, it consists of "unlimited, commercial-free, instant streaming of 5,000 movies and TV shows" with selections that mirror the Watch Instantly catalog closely. Resolution is apparently limited to a "pretty solid" 480p SD, but there's no word on audio or subtitle options. We'll wait to hear if anyone else is seeing a similar page before assuming a wide rollout, but it certainly appears that there could finally be a viable competitor to the Netflix juggernaut.

Update: We weren't able to pull up the option on any of our Prime-enabled accounts and from the comments it doesn't appear any of you were either. According to our tipster, the option has disappeared from his page as well. One other interesting note came from commenter vfiz, who found that several variations of the domain name were registered by Amazon-owned DPReview January 5.
[Thanks, Pavel]