The deal with a streaming service for Premier League TV rights is an intriguing development, with Amazon adding top level football to a platform that will also include ATP world tour tennis next year, after they took that deal away from Sky Sports.
Amazon's entry into the market breaks the five-year stranglehold Sky and BT have held on Premier League rights in the UK.
BT was handed an additional package of live games in the final round at a total cost of £90m, taking its tally of games per season to 52 versus the 128 for Sky.
It is the first time that packages of livestreaming matches have been offered by the Premier League, under a strategy introduced by the chief executive, Richard Scudamore. The matches will be across two rounds of fixtures - the first December midweek round of matches, and all the fixtures on Boxing Day.
The new deals mark the first time a full round of matches will be shown live in the UK.
In the end it wasn't Facebook or Netflix but the shopping behemoth turned tech giant, with Amazon announcing it would deliver 20 live matches plus weekly highlights from the world's most watched sports league.
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In April, Amazon paid tens of millions of dollars for the exclusive United Kingdom rights to the US Open tennis, giving subscribers who pay £79 a year for its Prime Video service access to three of the four grand slams.
Amazon has been in negotiations about the two package for months - against rivals including BT - after the completion of the sale of the most valuable TV rights packages in February.
There are still a number of overseas deals to be completed but it is expected that the Premier League will double the #3bn it received in overseas revenue from the previous three-year cycle.
"[We] instead view this as a way to boost both retention and take-up of the Amazon Prime package rather than Amazon looking to become a Pay-TV operator", Whittaker added. Existing rights holders Sky and BT can choose what games they show and tend to focus on bigger teams, meaning some sides are featured less on television.
"This new agreement will continue that trend with a subtle change that further incentivises on-pitch achievement and maintains the Premier League's position as the most equitable in Europe in terms of sharing central revenues".
It makes complete sense for one of the online streaming services to pick up a Premier League package. They can test the concept at a lower cost to see what audiences they can generate.