Is Amazon Video really a competitor? Their prime offering is shit. Hulu, to me, is a far more viable competitor. Amazon Video is only good for buying or renting. Their free offerings are terrible.
Amazon outside of its own created content seems to lack.
I've exceedingly rarely been able to find someone on Netflix I wanted to watch when it was not on Amazon. Amazon actually I'd say is the better experience for me, since they'll typically have an option to rent/buy content that they don't have in their unlimited library, where Netflix you're just SoL.