Amazon.com is introducing a new online store of TV shows and movies on Thursday, called Amazon Video on Demand, according to The New York Times.

The report said that customers will be able to start watching any of 40,000 movies and television programs immediately after ordering them. That's because Amazon's new service streams video directly, like Netflix Watch it Now. It's actually different from online stores like Apple's iTunes Store, and Amazon's earlier, failed effort called Unbox, both of which make users sit and wait as the movie downloads before they can watch it.

Unbox also required proprietary software to be installed first. Apple requires the same thing—iTunes—but just about anyone who wanted to try their video effort already had the app for music.