If they really want to make it into a thing, it cannot be within amazon.com. Call it something else, rip out and make it into a service not an addon to prime.
The movie selection on NetFlix's DVD service[1] is still fantastic.
The movie selection on their streaming service[2] is absolutely atrocious.
Not sure what accounts for the discrepancy.
[1] - https://dvd.netflix.com/
[2] - https://www.netflix.com/
The reason they can rent-out DVD titles from anyone, is because of the First-Sale doctrine[1] in the US. Basically, once they buy the DVD, they can do with it what they want. It's the same law that lets libraries operate.
With streaming, they need permission of the copyright holders. Who, at first, were all "Who gives a shit about streaming, it doesn't make any money and the quality is shit". Once Netflix proved out how to do it right - then all the studios realised there was money to be made by doing their own platform (even if you do a shitty job of it)
Conversely, since NetFlix's DVD service doesn't have any competitors they could get away with having a crappy selection, but they have a great selection, and it's been great for at least a decade.
So it still doesn't make sense.
Both of these have way, way, way better selections than NetFlix streaming.
1. I could not download the right Disney+ app on my Android TV because my Google account is French
2. I could download the right app on my iPhone (after temporarily switching stores which is a PITA) so I bought a cable to stream from my iPhone to my TV but the app doesn’t allow me to
3. I bought a Raspberry Pi and installed Plex and al. I can now watch the Disney movies easily on my TV.
I have a subscription to Netflix…
1. I went off-internet for a week, so I synced a couple of movies to be available offline.
2. I started watching one on the first day and 48h hours later it expired…
3. Next time I will use my Plex setup!
I must be very dumb to keep paying for these two subscriptions!
They made it dead-easy to sign up, there was no pushy retention teams or hoops to jump through if you wanted to cancel. That's why I paid them.
Amazon Video launched here, and they had some content that I was interested in, but their UX from day one has been awful. They insist on adding pre-roll ads, despite that I'm paying them. The video quality was pretty awful and was quite regularly at something like 480p quality on my (4k) TV. Yes their X-Ray tech is neat, but the ads just drive me up the wall.
There was a time that I would've happily paid for HBO - they had/have some really great content (at least in the US), but they are or were not available in AU outside of a $120+/month PayTV device that I really didn't want.
Now there are dozens of streaming services, with their own $15-30/month fees, which will have (or not) selections of some of the content I want, each with their own uniquely awful and annoying interfaces or quirks of whether they will or won't play on my TV or device.