Amazon slashes 4K video prices in apparent reaction to iTunes 4K deals

Amazon has dramatically reduced the costs of 4K movies on Amazon Video, undercutting prices at Apple's iTunes for streaming on the Apple TV 4K.

Some titles on Amazon now cost as little as $5, though most are between $7 and $19. Thanks to deals with several movie studios, Apple is typically charging $19.99, an amount still below rivals like Walmart's Vudu.

Amazon was previously charging upwards of $30. The company has presumably negotiated its own agreements, since studios might otherwise protest given their terms with Apple.

Amazon has a smaller 4K selection than iTunes, and has temporarily stopped selling new Fire TV set-tops in advance of an anticipated refresh. The hardware already supports 4K, but Amazon may try and match the HDR (high dynamic range) compatibility found on devices like the Apple TV 4K, Chromecast Ultra, and recent Rokus. The new Apple TV is the only streamer of the group to support both Dolby Vision and HDR10.

The price cut could draw some people away from iTunes, especially given the imminent arrival of a native Amazon Video app for the Apple TV. While it missed the Apple TV 4K's launch on Sept. 22, the app could be appealing not just for individual prices but because people who have an Amazon Prime membership get some free movies as a perk.

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25 Comments

eightzero 3070 comments · 14 Years

About 6 years ago

Score. Competition is good.

foggyhill 4767 comments · 10 Years

And they say Apple is the one taking people to the cleaner...

When Amazon has killed most of retail, you'll see how "good" Amazon is.

I already find they're worse than Alibaba/Aliexpress which is not even based around here on price

basically they're using their other services as enticement for not so hot prices.

ericthehalfbee 4487 comments · 13 Years

Ouch. Imagine people who bought Amazon movies in 4K and now see them at a much lower price.

I wonder if someone files a class action to get refunded? If it was Apple lawyers would be lining up.

gmgravytrain 882 comments · 8 Years

foggyhill said:

And they say Apple is the one taking people to the cleaner...

When Amazon has killed most of retail, you'll see how "good" Amazon is.

I already find they're worse than Alibaba/Aliexpress which is not even based around here on price
basically they're using their other services as enticement for not so hot prices.

The reason why Amazon is so beloved by Wall Street's biggest investors is because it is a destroyer of companies. That's what matters most to the greedy big investors. They wouldn't care if every other retailer went out of business as long as Amazon share price continues to climb. However, it's always dangerous when one company devours all market share because then they can charge whatever they want without impunity. The Feds don't think Amazon is becoming a monopoly but it certainly looks like it's headed that way. Apple isn't close to becoming a monopoly because it's market share is practically insignificant. It shows by way of Apple's crappy P/E compared to rival companies and the constant worry about Apple's doom. Apple has no interest in taking all market share like some companies do. Apple stays with the high-end market share and that's about it. Anything Apple does, Jeff Bezos and Amazon will try to match or undercut Apple. Wall Street will say, "how wonderful." Amazon is taking on mighty Apple and beating it at it's own game. Apple has no intentions of getting into a price war with Amazon which is wise in the long run, but it makes Apple look bad to investors and the news media in the short haul. Little Amazon KOs mighty Apple in one punch. Amazon can lose money and still come out smelling like a freshly-bloomed rose to investors. Apple not so much.