Announcing the move, the e-retail giant said that Amazon Originals will be the first content to arrive in HDR video quality later this year.
Amazon added that it is working with Hollywood studios, technology innovators and global consumer electronics companies to bring Prime members and customers “an unmatched HDR experience in 2015.”
“4K Ultra HD picture resolution was just the beginning – we’re excited that Prime members will soon be able to view movies and TV shows including Amazon Originals in HDR quality,” said Michael Paull, vice-president of digital video at Amazon.
“HDR is the natural next step in our commitment to premium entertainment, and we can’t wait for customers to have even more choice in how they watch their favourite titles on Amazon Prime Instant Video.”
Amazon first introduced Ultra HD support for movies and TV shows on Amazon Prime Instant Video less than six months ago and is growing its catalogue of 4K picture resolution titles.
HDR technology is designed to bring greater contrast to the screen, making colours appear richer, brighter and more lifelike.