After Apple has begun selling 4K HDR movies through iTunes at the same price as HD titles, Amazon has significantly slashed the prices of its 4K-only movies, according to The Verge.

Apple has set the tone
Amazon was selling 4K movies for $20, $25, and sometimes even over $30 dollars – and was far from alone. Just a few weeks ago this was the price that you could expect to pay for new or recent movies in high quality across Amazon Video, Google Play, Xbox Store, and Vudu.

Amazon now sells 4K titles starting at around $5 dollars, according to The Verge. New releases typically range from $7 to $19 dollars. This is a clear response to Apple’s move. However, be aware that none of Amazon’s titles are offered in HDR quality. Apple and others offer movies in up to 4K HDR quality. HDR improves contrast and colors.

Not all 4K titles on Amazon have become cheaper but negotiations with Hollywood studios take time so expect more action in the coming weeks or months. Amazon is also rumored to be preparing a 4K HDR capable Fire TV box.

Google, Microsoft, and Vudu have yet to react to Apple’s move. Apple has also upgraded users’ library of HD titles to 4K HDR for free.

 Also read: Full list: 4K HDR & Dolby Vision movies on iTunes

Amazon is known for squeezing prices on everything from books to clothing but it appears that Hollywood has had the upper hand in negotiations with the retail giant. It required an even bigger player to come along to set the tone.

4K has arrived, folks!

- Source: The Verge