Last Friday Amazon (NASDAQ: AMZN) announced it has signed a multi-year deal with PBS Distribution to offer its popular PBS KIDS series to Amazon Prime members, making it the exclusive premium subscription streaming provider for PBS’s family-friendly content.

As a result of the agreement, Amazon Prime members in the U.S. can watch PBS KIDS episodes on the Amazon Video app for TV, connected devices such as Fire TV, mobile devices and online. In addition to streaming PBS programs including Daniel Tiger’s Neighborhood, Wild Kratts, Odd Squad and Dinosaur Train, Prime subscribers can download episodes to any Amazon Video-compatible devices. The programs are also available on Amazon Free Unlimited subscriptions which start at $2.99 a month after a free one-month trial.

“We are excited to announce this new deal with PBS, which will make Prime Video the exclusive premium subscription home for the great PBS KIDS series that our customers and their kids love,” said Brad Beale, Vice President of Worldwide Television Acquisition for Amazon. “From our award-winning Amazon Original Series to amazing licensed content from industry leaders like PBS KIDS, we’re committed to making Prime Video the best destination for kids and family programming that will both educate and entertain.”

In addition to programs which offer children’s entertainment, PBS KKIDS also offers series that support social-emotional development and literacy skills, and STEM (science, technology, engineering and math) skills. As part of the deal, the PBS KIDS programs will premiere on PBS and later be made available to Amazon Prime Video.

In other Amazon news, Amazon announced today that thousands of small businesses selling in the Amazon marketplace will participate in the second annual Prime Day on Tuesday, July 12. Amazon sellers will offer thousands of deals worldwide on items ranging from household goods and apparel to electronics and toys. According to Amazon, the number of sellers and the numbers participating in Prime Day more than doubled year-over-year.

Insider Take:

Amazon is consistently in the subscription news headlines, beefing up its Prime offerings, making exclusive deals like the partnership with PBS, creating opportunities for video creators to get their work in front of millions of Prime viewers, and offering special promotions like Amazon’s most recent Prime promo available to Sprint customers. Jeff Bezos and his team know they can’t stand still if they are going to stay ahead of the pack, especially with new over-the-top subscription players frequently entering the market. Amazon is always trying new things, scrapping what doesn’t work and promoting what does.

In addition to user experience and customer service, streaming video subscription providers will differentiate themselves with exclusive content. Sometimes that content is made exclusively by or for streaming video providers like Amazon, Netflix and Hulu, and other times it is available through partnerships with companies like PBS that are already providing popular content.

This PBS relationship is an added bonus for Prime subscribers with young families, one that is likely to help the retail giant retain its tens of millions of members.