A new report from The New York Post claims that Amazon is readying an ad-supported streaming video service, which would be separate from Amazon Prime Video.

It seems like most of Amazon’s newer offerings are ultimately ways to get people to sign up for Prime, so the move does seem a bit out of character. However, The Post’s sources say it is still ultimately a bid by the company to lure people to eventually pay for Prime.

That actually makes a great deal of sense. Think about listening to the free, ad-supported version of Spotify. If you’ve ever used Premium, it’s hard to go back. Amazon could be counting on a similar mentality.

This isn’t the first time we’ve heard about Amazon considering such a service. The Wall Street Journal reported in March that the company was considering an ad-supported streaming video and music video service that would be free of subscription costs.

Amazon, however, told Variety, “We’re often experimenting with new things, but we have no plans to offer a free streaming-media service.”

The Post says its sources “confirmed that it’s a definite go”.

I guess we’ll see.

Amazon is also said to be readying a travel service, and it just signed a 17-year lease for a building across the street from the Empire State Building for a brick-and-mortar store and distribution center.

Amazon this week began shipping its new streaming device the Fire TV Stick. It also debuted a new kids show.

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