Amazon is planning to shoot its original content in 4K, the ultra-HD format that will be the industry standard in the living room…eventually. For now, 4K is practically a proof-of-concept with the lack of 4K TVs on the market and even less content available. It’s a ‘chicken or the egg’ scenario as TV manufacturers require content and content creators require an audience. Nevertheless, Amazon is positioning themselves at the forefront of innovation and will unquestionably give 4K some much needed momentum.