It's hard for competitors even to touch Amazon. The e-commerce giant has a grip on the market that is ironclad — but the one area where it's consistently lagged behind is its streaming video service.
But that could change thanks to its new series "Transparent," if critics are to be believed.
The show follows "Arrested Development" alum Jeffrey Tambor as a parent of three adult children who comes out as a transgender woman.
And the reviews are overwhelmingly positive.
NBC: "This is incredible TV. It's thoughtuful. It's engaging. It's surprising. Congratulations."
But now some sources like TV Guide are saying "Transparent" places Amazon alongside Netflix in the quality of its original programming.
KEVIN SPACEY IN "HOUSE OF CARDS": "We can be dangerous, too."
But a writer for The Telegraph says "Transparent" is so good that it could be up for some Emmys itself next year.
A show getting attention like this even before the next Emmy nomination season should be great for pulling attention toward Amazon's streaming video service.
A writer for Variety agrees, saying, "'Transparent' represents the sort of breakthrough destined to firmly put Amazon's nascent original programming push on the map."
All 10 of "Transparent"'s half-hour episodes went up on Amazon Instant Video Friday.
This video includes images from Getty Images.