Amazon has offered option of movie rights to Ania Ahlborn, the author of horror/suspense ‘SEED’. Amazon is making headway in bringing up its original content in its ecosystem through its division Amazon Studios.

Since the launch of Kindle Fire devices last year, the company has been targeted by experts for the lack of original content. To date, the biggest retailer in the world has been re-selling content from other sources. Amazon Studios is the company’s division responsible for the development of original content.

Ahlborn’s novel SEED is one of the first original reading content from the Studios. However, the company is not just creating and publishing content for its Kindle devices but is also stepping into motion picture productions. So far, Amazon Studios has offered novels and comic books for featured films and episodic series on televisions.

Last month, the company published its first digital comic ‘Blackburn Burrows’ and also optioned for its movie rights. SEED is a part of the company’s strategy to produce motion pictures from the company’s original content.

“Our primary objective at Amazon Studios is to develop great, commercial projects that our customers love,” Roy Price, director of Amazon Studios, said in a statement. “Ania Ahlborn’s SEED has been a top seller for Amazon Publishing’s 47North, so we already have a sense of the mainstream attraction of the story and are excited to keep the project in-house for movie development.”

SEED is not the first novel from Amazon to be put into movie production, but is one of the first. The company plans to further the production business should Blackburn Burrows and SEED become a success.

Experts, on the other hand, are not content with the current strategy, whether the company wants to proceed in the original content development. However, current strategy has been taken positively.

Amazon was up 1.3 percent on Wednesday to $253.90. It hit all-time high of $264.11 on September 14.

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