Though they seem to be rivals in the hotly contested streaming space, you’d never know it by the way Amazon is treating Netflix and HBO lately.

Amazon has partnered with Netflix on an upgrade to its Fire TV and Fire Stick streaming devices that allow users to use their voices to search for content. Amazon’s Alexa software allows users to search Netflix, HBO Go and HBO Now content just as easily as they can peruse offerings on Amazon Prime Video.

Marc Whitten, VP of Amazon Fire TV, said the following about the harmonious new feature:

“We’re making it easier than ever for customers to find their favorite content with universal voice search across 75 apps and channels, and a new, simple way to see recommendations from Netflix, HBO Go and HBO Now right on the home screen,”

While not at first blush the best business model, is this extremely customer-friendly move actually a stroke of genius on Amazon’s part? Will the goodwill engendered by this update outweigh the potential eyeballs lost to Netflix’s rivals?

[via Home Media Magazine]