Amazon Video On Demand will be coming to the Roku Netflix Player in early 2009.
Amazon's video service will become the first non-Netflix "channel" to be available on the Roku box. The service, formerly known as Amazon Unbox, offers more than 40,000 movies and TV shows.
While that dwarfs the 12,000 or so streaming titles currently available via Netflix--and includes many newer titles as they're released on DVD--they're available on a pay-per-view basis rather than the flat-fee subscription of the Netflix.
A mid-December firmware update included the promise of "a number of great new channels that will begin to appear on your player in early 2009." That implies that Amazon is the first of several additional viewing options that will eventually be available on the box. Whether or not the Roku hardware will be rebranded to emphasize its more diverse choices beyond Netflix remains to be seen.