Amazon has made several moves this week in a bid to strike at the heart of Netflix, but remains adamant that its focus is on its retail business rather than in competing with the SVoD king. First off, Amazon has cut the tie between its video service and its full Prime delivery service, by launching a standalone subscription service in the US. To add insult to injury, Amazon has decided to put a price tag of $8.99 per month on this service, which undercuts Netflix’s monthly subscription fee of $9.99. Amazon VP of Digital Video Michael Paull pointed out that this move is not intended to target Netflix, but one to enhance the value of its retail premise, despite the…