Because Amazon (NASDAQ:AMZN) Instant Video is bundled with Amazon Prime, the goal for Amazon.com isn't necessarily the same as it is for Netflix (NASDAQ:NFLX). For Amazon, it's more about gathering data on its users and unlocking insights into customer behavior. In this video, Fool contributor Steve Heller explains why he believes Internet streaming is extremely important to Amazon, despite it being a relatively small business for the online giant.  

Fool contributor Steve Heller has no position in any stocks mentioned. The Motley Fool recommends Amazon.com and Netflix. The Motley Fool owns shares of Amazon.com and Netflix. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.