Amazon is expanding its content holdings with the acquisition of online comedy service Rooftop Media, in a move that continues its recent focus on content investment.

The deal for the small, 10-person company is being run through the Audible audiobooks division—terms were not disclosed. Rooftop works with comedians, venues, media partners and advertisers to “extend the value of live performances,” it says. It records comedians at clubs across the country, and distributes the audio and video programming via a variety of media channels with monetization, while generating additive revenue for performing artists.

“Our platform records broadcast quality HD video and CD-quality audio from an unlimited number of locations around the globe,” the company explains on its Website. “Partnering with professional performers and venues, our platform distributes live and on-demand recordings, creating premium programming for marquee media channels with an unprecedented combination of quality, rapidity and affordability.”

The company's media partners include Apple, Hulu, IFC, Pandora (News - Alert), Sirius XM Radio, Spotify and Yahoo, among others. But even so, Amazon’s reach “vastly” increases Rooftop's audience, Rooftop CEO Will Rogers told Reuters.

Content continues to move to the center for Amazon when it comes to its overall company strategy. It’s an expensive proposition, but reimagining itself as a media and entertainment powerhouse complements its legacy e-tailing business. Building a vertical stack a la Apple (News - Alert), in which content helps push sales of tangible goods—has already started paying off for the Internet giant.

In separate content news, Amazon also announced it will premiere its first original live-action kids series aimed at children aged 6 through 11, Gortimer Gibbon’s Life on Normal Street, on Friday, Nov. 21 on Prime Instant Video in the US.

The first greenlit project from its open-door pilot submissions process, the series is created by pre-school teacher and first-time writer David Anaxagoras. It is a coming-of-age tale of friendship that centers around Gortimer and the bond with his two best friends Ranger and Mel, as they chronicle their pursuits on Normal Street—an ordinary suburban neighborhood that has a hint of something unexpected just beneath the surface.