However, the Post confidently said that the offering is now a definite "go." One of its sources for the rumor is a potential advertiser, which said Amazon would unveil the service in order to increase its video share against arch-rival Netflix -- so that it could ultimately tempt users into purchasing Prime memberships.
Amazon offers limited ad-supported streaming now, in a way, by letting non-Prime users watch a limited selection of shows with commercial breaks. If the Post's report proves accurate, the launch of a full-bore streaming service with ads may indicate that the limited version may have helped entice Amazon customers to buy Prime.
Amazon recently scored a deal to stream classic HBO programs like The Sopranos and Six Feet Under in a minor coup over Netflix. But it still has less than a tenth of its competitor's size -- so if the rumor is true, an ad-supported service looks like an attempt to change that ratio.
