Amazon has finally brought its own streaming music service to the UK to take on the likes of Spotify, Apple Music, Tidal and Deezer directly.
Amazon Prime Music has been available to Prime members in the US for quite a while, but now Brits can get a piece of the action. And what's more, it is included in a general Prime subscription - members do not need to pay anymore to access it.
So what is Prime Music, how does it work and why do we think it will rock the music streaming boat going forward?
What is Amazon Prime Music?
Prime Music is Amazon's answer to music streaming services like Spotify and Apple Music. It offers more than a million music tracks or albums to streaming over the internet or download for offline listening without you having to purchase them outright.
There are curated playlists to listen to, which are put together by the Prime team, or you can simply find tracks or albums. Some are suggested through a "recommended" area that promotes albums based on tracks you might have previously bought from Amazon or listened to recently.
There are also charts of popular songs or albums based on what others are listening to. And there are promoted songs, albums and playlists that are new to the platform for you to try. All Prime Music content can be searched for.
How much does it cost?
Prime Music is an additional benefit for Amazon Prime members. That means the annual £79 fee paid by members now includes unlimited music streaming as well.
A Prime membership offers unlimited one-day delivery for millions of items, access to all of the streamed movies and TV shows available on Amazon Instant Video, unlimited cloud photo storage through Prime Photos, access to one eBook at a time through the Kindle Owners' Lending Library and now Prime Music too, all for the one annual fee.
If you compare the service to Apple Music or Spotify, which charge £9.99 a month, that's more than £40 cheaper per year for Amazon Prime Music and with all the other benefits added too.
Take Amazon Instant Video, for example. An equivalent Netflix subscription costs £6.99 a month, equating to more than £80 a year, yet is also thrown in as part of Amazon Prime membership.
Therefore, regardless of Prime delivery, Prime Photos or the Kindle Owners' Lending Library, £79 a year for Prime Music and Amazon Instant Video represents amazing value for money. Apple, Spotify and others that run music streaming services will be concerned by that.
One thing missing at the moment though is family sharing. It's a big deal for many of the services, especially Apple which is charging just £14.99 a month for access to its premium service for the whole family.
But while Amazon Prime members can invite other members of their family (up to one extra adult and four children) to share their Prime benefits as part of an Amazon Household, that doesn't include Prime Music.
What is it available on?
Prime Music is now available through any device that has access to an Amazon Music application. That app will also be able to play back any digital music you have bought from Amazon and currently store in the cloud (or downloaded to the device). It also now has a dedicated section for Prime Music content too.
Sonos players will also gain access to Prime Music content in time, alongside devices that can already use the service such as the iPhone, iPad, Android phones and tablets and Amazon's own Fire devices.
But where's the catch?
It does all sound too good to be true and, in comparison to services like Spotify, Apple Music, Deezer and the rest it sort of is. Prime Music does not offer anywhere near the same amount of content available to stream or download for offline listening.
Several major music labels are not included in Amazon's deal, including Universal, so that means you might not be able to stream your favourite tracks. You can still buy them from Amazon outright, just not play them as part of a Prime Music account.
It is this that hampers the service when directly compared to the millions of tracks available on rivals, but considering it is an additional service for members who have more than likely subscribed to Prime for other reasons, it might still be enough for some.
You can find out more about Amazon Prime Music and Prime membership on the online retailer's dedicated site.