Following the expiration of Amazon’s one-click checkout patent this year, the e-commerce giant has new plans. Recently, Amazon earned a patent on “content-based price reductions and incentives”. That means customers could reduce the cost of their item by watching product reviews. This move signals a broader strategy for Amazon taking on other media icons like YouTube and Instagram. Amazon has invited many of its merchant partners to test the program starting this December. Some speculate this change will keep Amazon at the head of the pack into the foreseeable future.