Sports are in high demand, with the NFL season at its prime and the NBA season kicking off. This means streaming platforms are fighting for broadcasting rights and land commercial agreements with sports networks to grow their viewership.

Amazon's FAST service seemed redundant after Amazon launched the Prime Video ad tier in January. With the subscription tier making money from subscription fees and ads shown on Prime Video with ads, it made little sense for Amazon to continue with Freevee, which only has the latter revenue stream.

Amazon is consolidating its video content and putting it in one place to keep things simple, according to the company.