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Amazon has been a business bulldozer, except in video

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Amazon has not been the major player in the streaming video, but it has the advantage of being able to tie content to products it sells.

or HBO, Amazon can market its content within an Amazon search for merchandise. Already today, a search for"The Hobbit" doesn't just show you the book to buy, but it also gives you a chance to subscribe to watch the movie on Prime Video.

Amazon's next big splash could be sports, especially live sports programming. The company has already acquired some streaming rights to Thursday Night Football and Premier League games, but it has yet to land a huge exclusive sports rights deal. That could change in the coming years as league rights to the NFL, the NBA and Major League Baseball come up for grabs. Professional sports leagues may initially be hesitant to sell their rights exclusively to a non-traditional player like Amazon, but the potential to make a bigger profit may make the option more appealing.

"Amazon looks at content creation through a very different lens than a traditional media company," said Rich Greenfield, a media analyst at BTIG.

The bigger battle, beyond just content, could be ownership of the home. Seamlessly connecting the Amazon Echo to TVs and mobile devices could revolutionize how people find shows and movies. So far, Amazon and

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