From a WSJ article, 8/3/06 (Score 1)

"Although it hasn't been officially announced, Amazon is set to launch its long-anticipated movie site this month, people familiar with the matter say. The company's biggest advantage is the trust it has won from millions of households over the years, which may help it gain the trust of customers who still associate downloading movies with piracy, lawsuits and shady software. Amazon may also gain an advantage by launching its site before most of the competition. A spokeswoman for Amazon declined to comment."