(credit: Amazon)

Amazon is launching a new video service called “Amazon Video Direct.” The new service entices professional video creators to upload their videos to Amazon, where they will be displayed on the Amazon Video site alongside studio-created TV shows and movies. The videos will be viewable by “all Amazon customers” via an ad-supported model, shown to Amazon Prime Video subscribers (presumably without ads), or available as a one-time rental or purchase. The service is launching in United States, United Kingdom, Germany, Austria and Japan.

It’s easy to see “Ad-supported video” and label Amazon Video Direct as “a YouTube competitor,” but Amazon is clearly only aiming for the “professional” end of the YouTube spectrum. Uploading a video requires that users first create an account (a regular Amazon account won’t work) with a “Company” name. It’s also mandatory to connect a bank account and submit tax information so Amazon can distribute all the money you’ll be making. The paperwork required just to upload a video takes it out of the running for the viral cat videos that pop up on YouTube—this would be more for the Machinimas or Finebros of the world.

The launch partners give a good idea of what the market Amazon is aiming for. The press release states “AVD launch partners include: Conde Nast Entertainment, HowStuffWorks, Samuel Goldwyn Films, The Guardian, Mashable, Mattel, StyleHaul, Kin Community, Jash, Business Insider, Machinima, TYT Network, Baby Einstein, CJ Entertainment America, Xive TV, Synergetic Distribution, Kino Nation, Journeyman Pictures, and Pro Guitar Lessons.” (Disclosure: Conde Nast owns Ars Technica, so maybe our videos will show up there someday.)