Amazon is reported to be working on a free, advertising-supported version of its Prime video streaming service.
According to AdAge.com, the company is talking to TV networks, film studios and other media companies about content for the new service.
It would mean viewers would be able to watch Amazon Prime content without signing up for the £79 annual subscription - which also includes free delivery of products bought from the main Amazon website.
AdAge quotes an anonymous source at Amazon as saying, "Amazon is talking about giving content creators their own channels, and sharing ad revenue in exchange for a set number of hours of content each week."
Amazon has not yet responded to the report.