According to people familiar with the matter, Amazon has discussed developing a standalone sports content viewing app. The company’s CEO, Andy Jassy, is ramping up his efforts in the streaming business. While one of the people said the company has yet to decide whether to move forward with the plan, discussions suggest that Amazon may be considering new ways to generate revenue from the multibillion-dollar deal it signed with live sports. So far, most of these sporting events are included in the standard Prime membership subscription service.