Amazon.com Inc, the largest Internet retailer, will launch a streaming video service in the next few weeks to augment its digital offerings, the company’s chief executive said on Wednesday.

Jeff Bezos, speaking at The Wall Street Journal’s three-day D: All Things Digital conference taking place north of San Diego, did not elaborate, and a company spokeswoman would not provide more information.

The Seattle-based company has been beefing up its digital media offerings in order to better compete with rivals such as Apple Inc, which dominates the category with the popular iTunes music download service.