Because Amazon (AMZN 3.89%) Instant Video is bundled with Amazon Prime, the goal for Amazon.com isn't necessarily the same as it is for Netflix (NFLX +0.27%). 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.
