Amazon Prime Video & Apple TV: Apple TV is coming soon to hit Amazon Prime Video:

The Apple TV, which is going to come, will bring something new because now the moment always brings something new. This love is about to beat the video.

Yet no one really knows Amazon's business strategy, and that's by design. Most investors are happy for Amazon to remain a mysterious fog as long as it keeps surprising with one successful business after another.
But there is one area where Amazon.com no longer deserves a pass from investors, and that's its internet video offerings.
Perhaps for the first time since Amazon started its own Netflix-like web video service four year ago as a perk for Prime members, the company's entertainment strategy has gone off the rails.
That should raise fresh doubts about the wisdom of Amazon spending billions of dollars annually to feed its internet video service. Amazon investors deserve a better justification now for what the company gets out of this business.

The explanation from Amazon CEO Jeff Bezos has long been that people who use the Prime internet video service tend to stick with the shopping club, and become paying members after free trial offers, at a higher rate than people who don't watch Amazon internet video.

The video options, in short, are part of Amazon's much-lauded "flywheel" for Prime. The trite phrase refers to the cycle in which people consider Prime a good value and therefore shop more on Amazon, which makes the company's shopping mall more expansive and efficient, which makes more people sign up for Prime. Amazon has said video is an important element of this flywheel. As Bezos quipped in an interview last year, "When we win a Golden Globe, it helps us sell more shoes."

Lately, it seems as if Amazon is simply being trod into the dirt. Numerous articles have discussed Amazon hitting the reset button on its strategy for the original movies and TV shows it commissions for Prime members. The number of viewers has been too small for Bezos's liking, and he has ordered his troops to make fewer gloomy dramas and more buzz-generating shows like HBO's "Game of Thrones."

Even the US television programming with the biggest mass-market appeal, National Football League games, has so far drawn an average audience of only a few hundred thousand people to Amazon's streaming of Thursday night games. The entertainment industry awards that Bezos likes to brag about are getting harder to come by, and the costs are mushrooming. Wedbush Securities has figured Amazon will spend roughly $4 billion this year on TV series and movies, up from more than $1 billion in 2014.

Apple always brings something new, this time Amazon will bring some specials to beat the prime video so that people will be surprised and attracted to it, then it will be different

Television networks and Hollywood movie studios shake up their strategies often, so Amazon is in familiar company. The more worrying sign is that Amazon doesn't seem to have a coherent strategy for what programming it should be serving up.

Amazon needs to prove video isn't a Prime distraction