Amazon is ready for some football.

The National Football League has reached a deal to stream 10 Thursday night games with Amazon.com Inc. AMZN, -2.47% , the online retailer that is aggressively trying to position itself as a premier source of entertainment content.

The one-year agreement is valued at around $50 million, according to people familiar with the matter. That price tag represents a fivefold increase over the NFL’s agreement with Twitter Inc. TWTR, +1.30% for the same number of games last season.

While Twitter streamed the games on its free social network site, Amazon’s games will be available only to its Amazon Prime members, who pay $99 a year for free, two-day shipping and access to music, movies and TV shows. Amazon has more than 60 million Prime members worldwide, according to analyst estimates. The games will continue to be available on television as well. The Thursday night package is split between CBS and NBC. The NFL Network also carries Thursday night football.

An expanded version of this report appears on WSJ.com.

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