Amazon has taken the iCloud uppercut from Apple on the chin, steadied itself on the ropes, and come back punches a flying by way of some killer new Cloud Drive and Cloud Player features - most notably unlimited music storage.
The unlimited plan deal is for "a limited time" and applies to any premium plan - even the lowest one that is $20 per year for 20GB - and means that any digital music files (MP3 or AAC) don't count towards your allowance.
Amazon has also stated that all of its own MP3 purchases can be stored for free in the Cloud Drive, including on the free 5GB plan.
Finally, Amazon has released an iPad-friendly version of the Cloud Player for web - which has been optimised for the tablet's version of mobile Safari.
"Customers are already enjoying Cloud Drive and Cloud Player and now for just $20 a year, customers can get unlimited space for music," said Craig Pape director of Amazon Music.
"Additionally, we are adding free storage for all MP3s purchased from Amazon MP3, and support for the iPad. Our customers love Cloud Drive and Cloud Player and we're excited to innovate these services on their behalf."
You can sign up for Amazon Cloud Drive using the Amazon.com site, but be aware that Cloud Player streaming doesn't work in the UK as of yet.
Be sure to check out our brilliant feature Apple iCloud vs Google vs Amazon Cloud Drive vs Dropbox vs Microsoft SkyDrive to see what cloud option is best for you.
Also take a look at What is Apple iCloud?