After Netflix launched an instant steaming service for its movies and TV shows at the start of 2007, it quickly developed into a company has more than 11 million consumers, but now it lose its exclusivity.

Amazon launched its own instant steaming service for its movies. Compared to Amazon racks up to more movies, Netflix’s key differentiate factor is the TV show, but some of grow  too expansive.

It is an opportunity for Amazon, based hard basis on internet selling and good reputation among consumers, and it is not hard to enter instant movie market, but it is also hard to catchup with Netflix which has already had so many loyalty consumers which may nt be changed so suddenly.

And the market focus of Amazon is more diverse which could be used as a strength or a threat to the company because diverse product may provide the company chance to attract consumers from different area, and it is like an advertisement because the new thing will be soon known by old consumers, and also it can be a threat because Netflix is more focused on single product, which makes the company considered more about better services and better quality of products.