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Amazon Video on Demand streaming video store opening today [UPDATED]

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The New York Times is reporting that Amazon will be launching a new streaming video store today called Amazon Video on Demand.

The store will over roughly 40,000 movies and TV shows that can be downloaded and played from your computer.

Amazon vice president for digital media Bill Carr says “for the first time, this is drop dead simple…our goal is to create an immersive experience where people can’t help but get caught up in how exciting it is to simply watch a movie right from Amazon.com with a click of the button.”

If you own a Sony Bravia HD television you’ll be able to stream the video content directly to your television via a $299.99 add-on called the Sony Bravia Internet Video Link, while future Bravia sets may have this ability built right in. With no plans to limit this ability to just Sony televisions, Carr says that Amazon is in talks with makers of other TV’s and Internet devices., saying their “goal is to continue to establish partnerships with all companies who have a connected device.”

This is different from Amazon’s Unbox video service which was download-only (no streaming) and required customers to download special software to watch the videos.

UPDATE: Looks like Mac users won’t have a problem playing the new content–it’s streamed via the Flash 9, so even Linux users will be able to access it. (Thanks for the info TUAW!)

UPDATE 2: Looks like the service is open, but only for a limited number of users at this point–it’s in beta. They have a lot of testers already but to see if you can get an invite down the road, join their beta mailing list here.

[Via NYT]

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