A new innovative step has been taken by Web retailer Amazon.com Inc, as it is all set to introduce a new online store of TV shows and movies on Thursday, which will be called Amazon Video on Demand.

The customers would benefit a lot from its fast service and they would be able to watch any of the available 40,000 movies and television programs. The programs stream just like the programs on a cable video-on-demand service.

The service which Amazon Video on Demand would provide will be quite different from most of the internet video stores like Apple’s iTune and the earlier version of Amazon video store, as they require the users to wait for long while the video files are downloaded on their hard drives.

Only limited number of invited Amazon.com customers would be able to access the Amazon Video on Demand on Thursday. The service would open to other users later this summer.

The customers would be able to buy or rent films and TV shows from almost all major studios in the US. The prices would vary depending upon the program and also on whether people buy it or rent it. Amazon Video on Demand, though, will not provide any content from Walt Disney and ABC, owned by Disney itself, may be because both have close relations with Amazon’s digital rival, Apple.

Other than this, Amazon has also cracked a deal with Sony to place its internet video store on Sony Bravia line of high definition TVs.