Amazon introduces in-browser video streaming customers can now stream movies and television shows on their Web browsers through the Amazon Video On Demand service.

Previously, customers needed the Amazon Unbox application or a TiVo box to buy from Amazon Video On Demand.

"We're continuing to create new, convenient ways for our customers to watch digital movies and TV shows,” said Roy Price, director of Amazon Video On Demand. “The ability to watch content instantly without downloading first was among the most requested features of our customers.”

Amazon said it will continue to offer movies and TV shows for download via its Unbox application. TV shows and movies added to Amazon users' Video Library accounts can be accessed and streamed to a Web browser, according to Amazon.

The online retailer also said customers can now rent or purchase Amazon Video On Demand movies and television shows directly through the Sony Bravia Internet Video Link device.

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