Most people probably understand Amazon Video to be the place where you can purchase or rent movies and TV shows, while Prime Video is a subset of Amazon Video content that is included for free with a Prime membership. Amazon is now going all-in on Prime branding when it comes to their digital video library. All of Amazon’s streaming video, whether it’s purchased, rented, included with Prime, or subscribed to through Amazon Channels, now falls under the Prime Video umbrella.
Amazon has essentially gone through their entire site and replaced all instances of “Amazon Video” with “Prime Video.” The two services are now one and the same by name. If you’re watching streaming video from Amazon, it’s now technically coming from Prime Video, regardless of whether it’s included with a Prime membership or not.
Access to streaming video content has not changed with this rebranding. Prime members still have access to the same included video content as before. All Amazon customers can still purchase movies and TV shows from Amazon without being a Prime member, even though they are now confusingly purchasing said content from Prime Video.
Amazon performed a similar rebranding when they renamed the Amazon Echo app into the Amazon Alexa app. In retrospect, that can be seen as the turning point when Alexa broke free of Amazon’s singular smart speaker, the Echo, and began spreading into countless products. Time will tell if today’s rebranding of Amazon Video into Prime Video is as momentous.