Last July, Amazon replaced its Unbox video-download service with a video-on-demand service that allows customers to stream television and movie content.

"The strategy is very simple: to keep improving the customer experience of video on demand relentlessly, and at the same time make it very easy for partners to intergrate the video on demand service into their set-top boxes," Amazon Chief Executive Officer Jeff Bezos said on a conference call with analysts today.

Last month, Amazon started making its inventory of 40,000 video-on-demand titles available for streaming directly to television sets through Roku set-top boxes. Amazon's titles were already available for download onto TiVo digital video recorders and other set-tops.

Earlier this week, Amazon started offering about 500 digital titles in high definition that can be streamed directly to Internet-connected Sony and Panasonic set-top boxes as well as through Roku players and TiVo DVRs.

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