Amazon.com is near a deal to offer HBO’s streaming service HBO Now through its powerful video subscription selling service, Amazon Channels, according to people familiar with the discussions. A deal would make it easy for Amazon Prime subscribers to sign up for HBO Now and view HBO Now programs through Amazon Prime Video.

While HBO Now is already available through major streaming services such as Apple and Roku, Amazon Prime Video has proved particularly successful at selling streaming services such as those offered by HBO rivals Starz and Showtime. These are among 75 different streaming apps offered through what Amazon calls its Channels service, which operates like a virtual cable service. Instead of people toggling between different apps, they can stay in the Amazon app as they switch between channels. The HBO Now deal is expected to last for at least three years.