Amazon and Netflix have become direct competitors in the online streaming video content space. Netflix is on a roll with its original shows, and Amazon is following suit (though it won't be releasing entire seasons of shows all at once in Netflix fashion).
But Netflix wants a wider audience for its shows beyond its own members, so it is releasing them on DVD (Lilyhammer Season 1 is also available). House of Cards Season 1 was released on DVD and Blu-ray earlier this month, and of course, it's available on Amazon. Now Amazon is going so far as to suggest that users buy the Netflix original series by sending emails to users.
Perhaps Netflix will gain a few subscribers in time for Season 2, which is currently filming.