News 

The store will offer 40,000 movies and shows and will be available to selected customers today, reports the New York Times. The content will be immediately viewable as it'll be streamed, rather than downloaded, claims the paper.

The company has also tied a deal with Sony to integrate the service as part of the Sony Bravia line of HD TVs. It is reportedly chasing similar deals with other TV manufacturers and internet devices, Bill Carr, Amazon's vice president for digital media, told the paper.

Amazon is inviting selected customers to use Video on Demand today, but will begin rolling out the service to the mass market later this summer. The service will provide films and shows from a variety of major studios and TV networks, and will be priced at varying rates. Customers can choose whether to buy or rent content.

According to the New York Times, Amazon will not be providing Disney content, due to studio's close ties with rival Apple. Amazon has not confirmed when the service will make its way to the UK.