Amazon, the Seattle-based online retailer, is preparing to introduce new online digital TV and movies subscription service, in a move that could help it snatch some of the market share from well-established rival companies such as Netflix and Google Inc.

In the past few weeks, the online retailer pitches web-based subscription service to a number of major media companies including Time Warner and NBC Universal.

Customers will be able to view Amazon’s new subscription service on a web browser, or via internet-connected devices such as internet-connected televisions, Blu-ray players and Xbox 360 video game console.

Meanwhile, Apple is also pushing more deeply into TV as it is planning to roll out 99-cent rentals of television shows through its iTunes store from News Corp’s Fox and Walt Disney’s ABC.

A person familiar with the matter claimed that Amazon had plans to roll out the new service in time for the holiday season. However, the person added that the launch could be delayed in case the online retailer could not attract enough companies.

Amazon has started as an online retailer of physical media such as books and DVDs, but now it is making efforts to move those businesses to keep up with the changing habits of consumers.