Amazon to stream movies and TV shows online

Set to soft-launch Thursday, Amazon Video on Demand will let you start watching shows and movies immediately after you order them, either online on on your TV—as long as it's a Sony Bravia, that is.

The New York Times reports that a limited number of Amazon subscribers will be invited to beta-test the new service starting Thursday, while everyone else will have to wait until later this summer.

About 40,000 movies and TV shows are available for streaming, and you'll be able to access your videos from any Web browser (yes, Windows or Mac) once you've logged on to Amazon.com. No word on HD videos, at least for now.

Amazon's new service will also let you stream videos directly to Sony Bravia TVs, provided you have Sony's $300 Internet Video Link accessory (the NYT story notes that future Bravia TVs will have the Internet link functionality built directly into the sets). All well and good, but I still think it's lame that you'll only be able to stream Amazon videos on a specific brand of TV set.

Besides on a Web browser or a Bravia TV, it's not clear if you'll be able to watch your Amazon videos anywhere else—unless the old Amazon Unbox service sticks around, that is. The Unbox's Windows-only software is undeniably clunky, but at least you can browse for and watch Unbox videos on any Series3 TiVo (and thus, any TiVo-connected TV), as well as transfer videos to compatible portable media players.

For now, there's a note on the Amazon Video on Demand beta site that reads: "Downloading to your TiVo DVR or Windows PC is still available." Let's hope it stays that way.

Related:
Amazon Plans an Online Store for Movies and TV Shows [The New York Times]