Citing people familiar with the situation, The Wall Street Journal reports Amazon is planning to introduce an ad-supported TV and music video streaming service sometime in the coming months.
Alongside the free service, Amazon will feature original series and licensed content, the people said. For example, the company discussed the effort with the creators of "Betas," a show produced for Prime last year.
How Amazon plans to deliver the supposed free content is unknown, though the publication speculated it could be wrapped in as part of the Amazon.com website.
Currently, Amazon offers on-demand movies to customers who subscribe to the $99-per-year Prime program, but the selection is limited to certain videos from its existing streaming store. For Prime members, the service is a perk on top of major benefits like free two-day shipping.
Thursday's report comes ahead of a special Amazon media event, at which the Internet sales giant is expected to debut a device capable of streaming video content from the Web to a television.
Update: In a statement provided to Variety, Amazon has denied the WSJ report, claiming it has no plans to introduce a free streaming television service.
"We're often experimenting with new things, but we have no plans to offer a free streaming-media service," said Amazon spokeswoman Sally Fouts.