Amazon has secured the rights to show 20 live Premier League football matches on its Prime Video service each season from 2019 to 2022. The rights packages include a total of 200 of the league's 380 games, up from the current deal of 168.
But while the move is a huge step towards more games being streamed via subscription services, fans are furious with the Premier League for allowing it to happen.
"With Amazon's rival, this could well be the last time that both BT and Sky own the live Premier League rights in the United Kingdom, with Richard Scudamore keen to attract more online players to the table".
Regarding Amazon's deal, a statement reads: "Every Premier League club will be featured across two full rounds of 20 matches per season, including Bank Holiday fixtures, plus weekly highlights throughout the season".
"The Premier League is the most watched sports league in the world". Today's Premier League announcement, and the recent deal with NOW TV, means BT TV customers will have access to all of the best exclusively live sporting action in the UK.
The deal underlines Amazon's ambition to take on traditional pay-TV broadcasters in the multi-billion dollar battle for sports rights.
Amazon, which started as an online retailer, has built up an increasingly impressive sports portfolio and broadcasts the US Open tennis, ATP World Tour Tennis events - where they outbid Sky by offering £50 million - and National Football League games.
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The good news for UK Prime members?
"When the Premier League was formed in 1992 nobody could have envisaged the scale of global growth in the competition which exists now", Scudamore said.
Premier League executive chairman Richard Scudamore said the league's revenue sharing remained the most equitable in Europe but it was time to amend an agreement dating back to 1992.
They will show one full Bank Holiday round of games and one further midweek round on their Prime streaming service.
This is a big deal though, because someone managed to break through Sky and BT's hold on Premier League matches.
Amazon Prime membership now costs £7.99 per month or best price £79 per year.
Amazon.com and the Premier League did not disclose the price achieved for the final package.