Amazon today announced Amazon Video Direct, a new service that will see it go head to head with YouTube as it allows independent content creators to upload content and get paid.

The service is similar to Amazon’s model with Kindle Direct Publishing for e-books, allowing independent content creators to upload their own content for consumption by users alongside Amazon’s other video content.

And creators will get to choose how they are paid, either from advertising and royalties based on the popularity of the content, or by making videos available to buy or rent through Amazon. Creators will also have the option of making the content available to all Amazon customers under the ad-supported model, or to collect royalties by making it available just to Prime subscribers or in a Prime video add-on subscription.

Amazon also has a fund for creators that will see it hand out a million dollars per month to the 100 top titles, a little bit of incentive for content creators:

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Amazon will distribute to creators a monthly bonus from the one million dollar monthly fund, based on the Top 100 AVD titles in Prime Video, in addition to any other revenue earned. Video creators and providers who use AVD to make their titles available in Prime Video will automatically be enrolled. The AVD Stars program launches today and the one million dollar monthly fund will make its first bonus distributions based on streaming activity from June 1st to June 30th.

From the user’s point of view, the new service should be seamless with Amazon’s existing video services with the new content uploaded by creators simply appearing across Prime Video, add-on subscriptions and other Amazon apps and properties where video is consumed.

Amazon says you’ll notice content from some of its initial launch partners starting with Conde Nast Entertainment, HowStuffWorks, Samuel Goldwyn Films, The Guardian, Mashable, Mattel, StyleHaul, Kin Community, Jash, Business Insider, Machinima, TYT Network, Baby Einstein, CJ Entertainment America, Xive TV, Synergetic Distribution, Kino Nation, Journeyman Pictures, and Pro Guitar Lessons.

Creators can learn more on the Amazon Video Direct website.

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