Online retail behemoth Amazon has launched a video platform that lets users upload videos to the company’s content delivery service. Amazon Prime streaming service was offering videos to users; with AVD the company creates a platform for user-generated videos, intensifying its competition with YouTube.

Called Amazon Video Direct (AVD), the company’s new platform lets content providers decide whether their video will be included in Prime Video, available as an add-on subscription, offered as a one-time rental or purchase, or be available to Amazon customers ad-supported.

AVD launch partners include: Conde Nast Entertainment, HowStuffWorks, Samuel Goldwyn Films, The Guardian, Mashable, Mattel, StyleHaul, Kin Community, Jash, Business Insider, Machinima, TYT Network, Baby Einstein, CJ Entertainment America, Xive TV, Synergetic Distribution, Kino Nation, Journeyman Pictures, and Pro Guitar Lessons.

[Image courtesy: Amazon]