Amazon wants to appeal to new customers and is doing so by unbundling its Prime services. The company will now offer Prime Video, its TV and movie streaming services, for $8.99 per month. Amazon Prime as a bundle, which includes Prime Video and Music, free two-day shipping, and more, currently costs $99 per year.

The standalone Prime Video subscription is the first Prime service to be separated from the bundle. Amazon has never offered any Prime services outside the $99 annual subscription, so not only does this give potential new customers a way to try out Prime, but it also positions Prime Video as a direct competitor to services like Netflix and Hulu. Currently, Netflix costs $9.99 per month (and early users who still pay $7.99 per month will feel the price hike in May) and Hulu's subscription services starts at $7.99 per month.

According to CNN Money, Amazon will also offer the complete set of Prime services for $10.99 per month, which comes out to $131.88 per year. The annual membership price of $99 is the better deal in both cases (Prime Video monthly charges will amount to $107.88 per year), but a monthly option gives new customers a chance to try out the service first. It also softens the blow for anyone not willing to shell out $99 for the annual membership, or anyone who doesn't want to commit to the full year.

Amazon recently experimented with monthly subscription plans through a partnership with Sprint, which let customers add Prime to their bill each month. The UK is already familiar with monthly Amazon Prime, as Prime Video has been available for £5.99 for some time already. However, there's no full monthly Prime option in the UK—customers pay £79 per year for it, and there's no word on when the UK could see a full month-to-month Prime option.