Jan. 14--Amazon.com is temporarily chopping the price of its Prime entertainment and shipping subscription service to $73 from $99.
The offer begins at 9 p.m. Pacific time Friday and ends 11:59 p.m. Sunday.
Amazon is waged in an expensive video battle against fellow streaming competitors Netflix, Hulu and HBO. Each service has its own perks -- Prime, for example, gives you free two-day shipping when shopping on Amazon, while Hulu provides on-demand access to shows soon after they air on television.
But Amazon and Netflix are also rapidly producing high-quality shows that are exclusive to their own service. Subscribers are key to the companies' fortunes, and unique video has become a main attraction.
Amazon said the Prime price slash was to celebrate a pair of victories -- best series, musical or comedy and actor in a series, musical or comedy -- at the 73rd Golden Globe Awards last Sunday.
During the promotional period, non-Prime subscribers will be able to stream all episodes of the newly Globe-winning show "Mozart in the Jungle."
Amazon's two Globe trophies, compared with Netflix's zero, provided a fresh selling point. And Amazon, never afraid to sacrifice profits for customers, regularly has used price cuts as part of its marketing gimmicks.
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