Disclosure: I really dislike netflix because of their 1) "smoothing" policies, 2) price hikes, 3) unreliable content selection
That said, Netflix is the established company and "Hollywood" doesn't like their terms because they are convinced that they can do better. The problem has been the lack of competition. Any deals that Amazon is able to get may in fact be better than what Netflix can negotiate because what Amazon brings to the table is an option to Netflix. If Amazon ever becomes a real competitor then the copyright holders can use bidding wars to drive up costs, but they have to become a meaningful option first.
Despite being the entrenched player, Netflix is relatively powerless here and has no bargaining power.
This isn't anything new. Amazon already did this, horning into the music market. The labels were only too happy to give Amazon preferential deals because Apple -- using their position as the sole gateway to the masses -- would not give the labels an ever larger cut of the pie. Initially at least, they gave Amazon *better* pricing because they wanted to fund the existence of a competitor to Apple.
If you make widgets would you prefer them to be made available through a single reseller who then has complete control over your access to market, or would you prefer to have multiple resellers who you could then negotiate differential deals with?