Amazon has underlined its ambitions for further expansion into sports streaming, as the firm seeks to elevate its offering for Prime users.

Speaking to CNBC’s TechCheck show, Amazon’s CEO Andy Jassy revealed that the journey into media is just commencing for the ecommerce giant as it has already built a solid footprint in the sector, streaming a plethora of tennis events and also Premier League football.

During an interview with Jon Fortt, he added: “It’s still early days for us in media. We’re off to a great start but we do believe we have an opportunity to provide a unique viewing experience for our customers with really original and creative content.”

It has been widely reported that in order to elevate its US presence the consumer conglomerate is eyeing heightened National Football League (NFL) coverage, with a potential move for Sunday broadcasting rights. 

In 2018, when the firm extended its ‘Thursday Night NFL’ streaming rights contract for a further two seasons in a lucrative deal, Jeff Blackburn, Senior Vice President of Entertainment at Amazon commented: “Our customers love to stream football — last year, we successfully debuted NFL Thursday Night Football on Prime Video in the U.S. and around the world. 

“We’re thrilled to continue our relationship with the NFL and offer Prime members another two seasons of Thursday Night Football.”