At the time the music industry in particular was angry at the move claiming that it had not been contacted about it and there was the small matter of licences to be negotiated.
While industry watchers expected Amazon to be branded as a pirate and hauled into court, it is starting to look like that will not happen.
According to Cnet, Amazon does not think it needs a licence at this point of its cunning plan and the movie industry in particular thinks that the service is OK.
In fact some of the top decision makers at the movie studios are hoping that the service will spark an interest in video downloading.
At the moment the movie studios are looking at UltraViolet (UV) as a new technology standard.
Backed by six of the major studios UV will allow users to play downloaded movies and TV shows on a wide range of devices and services including the cloud.
Amazon said it won’t adopt UV right away but has signaled a deal could be worked out later.
The movie studios think that if Amazon markets the idea of the cloud to the great unwashed they will have a lot of time saved trying to educate the masses on the concept of digital lockers.
If Amazon’s service is successful at attracting customers, it might even convince some of the naysayers in the film industry to join in, industry sources told Cnet.
The other reason the movie industry is not too concerned is that Amazon’s Cloud Drive’s online storage service offers 5GB free of charge. Users then pay $1 per gigabyte per year. The most you can buy is 1,000GB.
Even a small movie library would become expensive to maintain on Amazon’s cloud.
Film industry sources see Amazon is a good partner and don’t think it will let them down.
It is not clear what the music industry will think and David Icke has not decided if this is a big plot to steal his BeeGee CDs yet.