Amazon (NSDQ: AMZN) is on the verge of launching an a-la-carte pay-per-view video streaming service, Jeff Bezos told attendees at D6. The service is meant for a subset of people willing to pay to view sans ads. It’s an addition to the rental-purchase download options from Amazon Unbox.

SEE ALSO: Day And Date Movies Starting on iTunes; Warner Bros’ Will Do It For VOD and Online

Is Amazon benefiting by providing an alternative to iTunes and Steve Jobs? Bezos tries to sidestep the white knight image, talking instead about how sensible owners want alternatives. So iTunes is going down, Walt Mossberg asks? “No, that’s not what I said.”

More to come.