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Online retailing giant Amazon.com is launching a new online service that will feature TV shows and movies called Amazon Video on Demand.

Initially Amazon Video on Demand will only be available to a limited number of invited customers starting today and becoming more widely accessible to other users later in the summer.

The new service will feature 40,000 movies and television programs and users will be able to immediately watch them after ordering because they stream like programs on a cable video-on-demand service.

The service is not like other online video stores, such as Apple's iTunes, which requires users to wait as files are downloaded to their computers.

"For the first time, this is drop dead simple," Bill Carr, Amazon's vice president for digital media, told the New York Times. "Our goal is to create an immersive experience where people can't help but get caught up in how exciting it is to simply watch a movie right from Amazon.com with a click of the button."

Amazon has partnered with Sony to offer its Internet video store on Sony Bravia high-definition TVs. Amazon said it would partner with other makers of TVs and Internet devices to offer its service.

Movies and TV shows from most major studios and television networks will be available for sale or rental to Amazon customers in the U.S. The prices will depend on the program and if customers buy or rent it.

Not part of the new store are Walt Disney and ABC, which have close ties with Apple.