There's another confusing video acronym on the horizon: HDR, or high dynamic range. When it comes to photos, HDR refers to merging footage shot in different exposures into a single, hyper-realistic scene -- but for video it's more about improving the dynamic range of contrast and color. Today Amazon announced that it'll be bringing the feature to its Prime Instant Video service, starting with its original series, later this year. The company claims that it will offer better contrast and "detailed shadows and distinct highlights to make colors appear richer." That's something filmmakers have wanted for some time, but judging from HDR demos we saw at CES, it's not an aesthetic appropriate for everything. Amazon isn't the only company hyping it up: Netflix also demoed 4K HDR video at CES, and its chief product officer Neil Hunt even considers it "more important" than 4K.