If imitation is the sincerest form of flattery, Amazon.com is paying Netflix another compliment. Amazon began shipping some of its orders earlier this month in ad-supported boxes. The colorful yellow boxes feature characters from the Despicable Me movies, promoting next month’s theatrical release of the Minions spin-off film.
It should work for Amazon, just as it probably would have worked for Netflix if it wasn’t shifting its efforts to its internet TV platform that now serves 62.3 million streaming subscribers worldwide — four times as many accounts as it serviced when its DVD platform peaked.
This isn’t the first time that Amazon followed Netflix. It decided to take on Netflix’s fast-growing streaming service by offering a growing catalog of TV shows and movies that Amazon Prime customers can check out at no additional cost.
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