Amazon is going head-to-head with YouTube, launching a new online video platform which gives content owners a variety of distribution – and payment – options.

Amazon Video Direct (AVD) launches today as an enhancement to Amazon Video – the home of paid-for Netflix rival Amazon Prime Video.

We’re told that customers in the United States, United Kingdom, Germany, Austria and Japan ‘now have access to new movies, TV shows, docu-series and music videos from content creators’.

However, no recorded music companies have so far been named as official launch partners.

Alarm bells for the music business may already be going off: Amazon has given detail as to how content owners can upload videos onto AVD – but how they take them down in the case of copyright infringement is another matter.