NEW YORK (TheStreet) -- Netflix's (NFLXmeteoric ascent in 2015 -- shares have surged 96% and rising -- would make it appear that no rival is capable of slowing its domination of video streaming.

But Amazon (AMZN), the world's largest online retailer, would like to give it a try.

Amazon recently said it greenlit full seasons of originals The Man in the High Castle, The New Yorker Presents and Mad Dogs, as well as children's shows Just Add Magic and The Stinky & Dirty Show. All debuted as part of Amazon's pilot show program. Amazon has also given second seasons to its programs Mozart in the Jungle and Bosch, in addition to children's offerings Tumble Leaf, Creative Galaxy, Annedrois and Gortimer Gibbon's Life on Normal Street.

"Amazon is increasingly competitive with Netflix in exclusives and originals," said Michael Pachter, who covers Internet and media for Wedbush Securities.

Amazon offers streaming as part of its $99-a-year Prime service, which also offers free two-day shipping on most purchases. Amazon didn't reply to a request for comment.

The most notable of Amazon's originals so far is Transparent, a comedy-drama starring Jeffrey Tambor as a 60-something father of three who is transitioning from a man to a woman. In January, Transparent won the Golden Globe Award for Best Television Series, Musical or Comedy, while Tambor won the Golden Globe for Best Actor in the same category.

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