Washington (ECN) - Internet retail giant Amazon has launcehd a new video on-demand service.

The new service will allow customers to stream movies and TV shows straight to their TV or computer.

The new service, called Amazon Video On Demand, improves upon the past effort of Amazon for this type of video store.

It also allows them to better compete with the Apple iTunes store.

The new service will require you to buy a Sony Bravia Internet Video Link, but Amazon is working on other options as well.