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January 3, 2014 by · Leave a Comment 

A new TV commercial for Amazon Prime, which gives subscribers free two-day shipping on many items as well as thousands of movies and TV shows via streaming, seems to indicate to BTIG analyst Richard Greenfield that Amazon is about to take off the gloves in its battle with Netflix for online viewers. Greenfield notes that the ad contains this line: “Who needs to subscribe to another video service, you get video, great movies right there on-demand as part of Prime.” Until now, Greenfield wrote, “it just did not appear that Amazon was really marketing Prime Instant Video outside of” But Greenfield calls the commercial, “Amazon’s first attack ad targeted at Netflix” and predicts that Amazon will make a determined effort to gain share from Netflix in 2014.