Amazon and Viacom announced Tuesday that they’ve signed a deal giving Amazon exclusive rights to a number of kid shows, including “Dora the Explorer” and “Go, Diego, Go.”

The announcement follows the disappearance from Netflix of the same Viacom content after the two companies decided not to renew their streaming-video partnership. The Amazon deal also includes streaming rights for shows from MTV and Comedy Central, the companies said in a press release, such as “Key & Peele” and “Workaholics.” According to the release, Amazon will be adding more content from Viacom in the near future.

Amazon has been aggressively padding out its library of digital content as it competes with Netflix, Hulu, Redbox, Google’s Play and YouTube properties and Apple’s iTunes store as consumers’ face the increasingly difficult decision about which streaming service deserves their money each month.

Deals like this one illustrate exactly how cumbersome those decisions can be: If users sign up for a service because they want to see a particular show or a channel’s lineup of shows, for example, they may eventually find themselves paying for a service that no longer offers the thing they want the most.

Streaming services, then, need to offer the most content possible, and its partnership with Viacom not only helps Amazon in the streaming video market, but also bolsters the company’s efforts to become a regular consumer destination. Amazon bundles its streaming video content into its $79-per-year Amazon Prime service, which gives users free two-day shipping, among other perks. The company has also released less expensive tablets to try to keep users coming to its online store.

Like fellow tech titans Apple, Facebook and Google, Amazon is aiming to be a one-stop portal for consumers to organize their media content and other aspects of their lives. In fact, rumors are swirling that Amazon is planning to disrupt an entirely different industry — the grocery business.

According to a report from Reuters, the company is eyeing the national food ordering and shipping business.The report, which cites anonymous “people familiar with the situation,” said the company hopes to expand its AmazonFresh business, which has been delivering fresh produce to people in the Seattle area near its headquarters for at least five years.

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