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This case study discusses the positioning strategy adopted by the Indian arm of US-headquartered e-Commerce giant, Amazon, to promote its content streaming service, Amazon Prime Video (APV), in India. The case explores the Video-On-Demand (VoD) market scenario in India along with the competitive frame of reference for APV, and the various market conditions it had to face in the country. The case also reviews the tagline used by Amazon in its latest campaign 'India ka naya primetime', to position APV in the Indian market. The case also presents the measures adopted by APV to differentiate itself from its competitors. At the end, it facilitates a critical discussion on the sustainability of APV in India in the long run, given the competition, consumption pattern, and outlook of the Indian market.