Last week two big events happened in Amazon Inc’s world. Firstly the retail giant announced the launch of its Prime express delivery service in the world’s largest e-commerce market, crucially without the additional Prime video streaming functionality. Secondly in its third quarter earnings call Amazon for the first time identified investment in video content as one of the three reasons why it failed to generate a net profit for its shareholders (the other two reasons were increased investment in fulfilment centres and developing the Echo product.) Both events are big moments in the evolution of Amazon’s corporate growth story.