When Amazon (NASDAQ:AMZN) launched its Prime instant streaming video service the company was expected to encroach on Netflix's (NASDAQ:NFLX) territory. Now Amazon is making meaningful gains that could greatly alter the future of streaming video. According to a new study by ChangeWave Research Amazon subscription rates are on the rise. "While Netflix still holds the largest share by far of the paid alternative TV market consumers continue to shift towards Amazon's Instant Video service " Andy Golub an analyst with ChangeWave said in an e-mail this morning. "As Amazon's TV and movie content becomes more competitive with Netflix its ...