Amazon has added the ability to view your own personal videos and photos through its Amazon Instant Video apps for several devices.
As well as access the streamed content available to Amazon Prime Instant Video subscribers and TV shows and films you might have bought or rented, you now get a separate "Photos" tab in the app which presents all photos and videos you have stored in your Amazon Cloud Drive.
All Amazon customers get 5GB of free Cloud Drive storage, while owners of a Fire Phone or latest generation Fire Tablet get unlimited storage for photos taken with the device.
Also, as one of the options for Fire Tablet or Phone users is to import all their Facebook pictures, they will be viewable through the Amazon Instant Video app too.
"We expanded the Amazon Instant Video app to include Amazon Cloud Drive to make it easy for our customers to access their personal memories right alongside their favourite movies and TV shows in Prime Instant Video," said Michael Paull, vice president of digital video for Amazon.
The Cloud Drive functionality has been added to the Amazon Instant Video apps for PlayStation 3, PS4 and select LG and Samsung smart TVs.
Amazon Cloud Drive is available separately across the internet and on iOS and Android devices, as well as Amazon's own Fire-branded kit.
Prices for additional storage on Amazon Cloud Drive start at £6 a year for 20GB up to £320 a year for 1TB.