Amazon will continue its commitment to providing customers with a premium entertainment experience with access to HDR titles including Amazon Originals this year

LONDON -10th April 2015 - Amazon today announced that Prime members and Amazon Instant Video customers in the UK, and Germany and US will be able to watch titles in High Dynamic Range (HDR) this year. Amazon Originals will be the first to arrive in HDR video quality later this year. Amazon is working with Hollywood studios, leading technology innovators and global consumer electronics companies to bring Prime members and customers an unmatched HDR experience in 2015.

"4K Ultra HD was just the beginning—we're excited that Prime members will soon be able to view movies and TV shows including Amazon Originals in HDR quality," said Michael Paull, Vice President of Digital Video at Amazon. "HDR is the natural next step in our commitment to premium entertainment, and we can't wait for customers to have even more choice in how they watch their favorite titles on Amazon Prime Instant Video.

Amazon continues to raise the bar in premium entertainment. Less than six months ago, Amazon brought movies and TV shows to Prime members and customers in Ultra HD, and continues to grow the catalog of titles available in the high quality 4K picture resolution. The next step is HDR—the technology that brings greater contrast to the screen, with detailed shadows and distinct highlights to make colours appear richer, brighter and more lifelike, unlike ever before.

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About Amazon
Amazon.com opened on the World Wide Web in July 1995. The company is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalised recommendations, Prime, Fulfillment by Amazon , AWS, Kindle Direct Publishing , Kindle, Fire phone, Fire tablets, and Fire TV are some of the products and services pioneered by Amazon.
 

About Prime Instant Video

Amazon Prime Instant Video is the UK';s largest online video streaming service, offering subscriber's unlimited access to over 15,000 popular movies and TV episodes. As well as exclusive TV and film content, such as The Walking Dead, Vikings, Argo and Django Unchained, Amazon Prime Instant Video is the only place to watch critically acclaimed Amazon Original shows, such as 2015 Golden Globe winning TV Series Transparent and critically acclaimed Mozart in the Jungle and Ripper Street Season 3. Amazon Prime Instant Video also offers customers unprecedented picture clarity with Amazon Original shows available for unlimited streaming in Ultra HD at no extra cost on compatible Sony, Samsung and LG Ultra HD smart TVs.

Amazon Prime Instant Video is available on more than 400 devices, including Fire tablets, iPad, iPhone, Xbox, PlayStation, Wii and Wii U, amongst others and is accessible both on-the-go and from the comfort of customers'; homes, through Amazon Fire Phone and on Amazon Fire TV, as well as Android phones, Android tablets and the Amazon Fire Stick when released on 15th April. Amazon Prime Instant Video is available at no extra cost to Prime members, who also benefit from unlimited One-Day Delivery on over 7 million items, unlimited photo storage in Amazon Cloud Drive and access to 650,000 Kindle books to borrow.
Customers who are not already members can start a 30-day free trial of Amazon Prime by visiting www.amazon.co.uk/prime. For more information about Prime Instant Video, visit www.amazon.co.uk/PIV.

Contact
Bite Communications
Hayley Taylor
T +44 208 834 3422
AmazonInstantVideo@biteglobal.com