It has been 9 months since Amazon debuted their add-on subscription service that gives Prime members the option to expand their available video library by paying extra for individual à la carte content collections. In that time, the collection of add-ons has more than doubled from the initial 30 bundles to 74 different subscription options. Now it looks like Amazon is rebranding the service into Amazon Channels. They still refer to them as subscriptions, but instead of subscribing to add-ons, customers are now subscribing to channels.
When Amazon rebrands something, it’s often a precursor to an upcoming announcement or product release. Last year, Amazon rebranded the then Amazon Echo App into an Amazon Alexa App. I correctly predicted that that rebranding was in preparation for a new Fire TV with Alexa capabilities, which I then broke the news for a few weeks later. I’m expecting a new Fire TV and/or Fire TV Stick to be revealed in the coming weeks and my prediction is that there will be an emphasis on Amazon Channels with the new device(s).