U.S. customers will be able to buy an $8.99 per month subscription to Amazon Prime Video, the e-commerce giant announced on Sunday.
Previously, the only way to get Prime Video in the U.S. was by buying annual Prime membership for $99, which would give users access to the video-streaming service as well as other services such as music-streaming and unlimited fast shipping.
In the U.K., Amazon video is available on a monthly subscription basis for £5.99 ($8.50) a month. Its latest move is seen by analysts as the first steps in an international expansion for the streaming service.
"This significant move underlines the company's commitment to video and we firmly believe that the next step is to launch the new service overseas," Paolo Pescatore, director of multiplay and media at CCS Insight, wrote in a note on Monday.
"Its closest rival, Netflix, has done a phenomenal job of launching in many new markets within a short period of time and as a result, has a far greater reach and can benefit more from scale and of course early mover advantage. Offering video as part of Prime was holding Amazon back from launching into new markets, as there was little to choose from in terms of price."