I don't know what Amazon is like outside the UK, but here it has a lot of stuff that Netflix doesn't. It's much better for movies, and whilst Netflix has the edge for TV there's still plenty of unique content on Amazon. A few examples - Mr.Robot, The Man in the High Castle, The Americans, Ripper Street, Mad Men, Mad Dogs, Outlander, plus lots of archive HBO stuff.
In the UK it's one of the big three subscription services along with Netflix and Now TV. Any streaming box worth considering must have all three. It's not really up for negotiation. Same applies to the big free UK streaming services from our national broadcasters. Gotta have them all, which the ATV certainly doesn't.
This is why Roku is the only logical choice, at least for UK streaming. It ticks almost all the boxes. The PS4 ticks most of them too, but I appreciate that's a more expensive option, albeit one which also buys you a fantastic games console and a BD player.
