(AMZN -0.91%) is finally bringing the account-profile feature for its Prime Video service to the U.S.

The feature is a standard on Netflix (NFLX 1.37%) and Disney's (DIS -0.27%) new Disney+ service. Amazon began rolling out the account enhancement earlier this year in India and some countries in Africa and Asia, but it was launching the feature in phases to the rest of the world. It's finally washing up on the shores of the U.S. today.

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Making Prime Video competitive

Prime Video customers will be able to create up to six profiles with one primary account and five additional ones that can be a mix of adult and kids' profiles. The latter will only feature age-appropriate content, and kids also won't be able to make purchases.

While the new feature is rolling out today, it won't reach everyone at the same time and may take up to several days before it is universally available.

The change comes as Netflix and Disney continue to add millions of subscribers to their streaming services. Spurred on by the global pandemic, Netflix announced in April it had added 16 million subscribers worldwide, while Disney+ said it had 50 million subscribers just five months after the service launched.

When available, the feature will appear on a customer's Prime Video page under a "Profile Picker" drop-down menu. From there, a customer can add and manage profiles on the account.