By Jeff Labrecque
Updated February 23, 2011 at 03:44 PM EST

The estimated 10 million subscribers who initially signed up for Amazon Prime to receive free two-day shipping on their orders just landed an enormous bonus: As of today, members have access to unlimited, commercial-free streaming of more than 5,000 movies and TV shows. Amazon is making a concerted effort to compete with Netflix, which has more subscribers and a larger catalog, but costs more.