The on line film subscription service, active in UK and Northern Europe, is going to open in Italy very soon. It is likely by the end of the year.
It is a company full owned by Amazon, and they sell DVDs and offer an on line player to directly see movies and series in streaming.
From my point of view it is also a mark of how well the business is running for Amazon since they have opened their shop here.
It is too soon to say if it will be a success, many attempt to promote on line video market have been done in Italy but no-one has seemed to have real success. Most of the game will be played on the facility of use of the service and by its price, not to mention the catalogue they will offer.