Anyone with an Amazon account can now upload their own videos to the site, which will be available for free to tens of millions of Amazon Prime members around the world.
The YouTube-style self-service programme, Known as Amazon Video Direct, will become part of the wider catalogue of films and TV shows offered by Amazon Prime Video.
It can be viewed by Prime customers in the United States, United Kingdom, Germany, Austria and Japan.
The videos can also be uploaded for the wider Amazon audience, either supported by ads or for a small one-time fee.
“It’s an amazing time to be a content creator,” said Jim Freeman, head of Amazon Video.
“There are more options for distribution than ever before and with Amazon Video Direct, for the first time, there’s a self-service option for video providers to get their content into a premium streaming subscription service.”