Dan Bostonweeks used the Amazon Instant Video iOS app to ask Amazon when Instant Video would be available for Apple TV. He tweeted their response:

Dan, I have interacted with our technical team and have been informed that they are currently working in developing a new app for the Apple TV. As we have already succeeded in developing an app for iPhone and iPad, we hope to make an app separately for the Apple TV. Hopefully, within a few weeks span, you will be able to see the Amazon Instant Video app feature on your Apple TV.

First things first, adding Instant Video support for Apple TV is a no-brainer move for Amazon. But it is a jarring, dissonant move. If you go to Amazon.com and search for Apple TV, you won’t find one for sale. Amazon clearly views Apple TV as the enemy.

But just as Apple has its ecosystem, Amazon has Prime at the center of things. Prime above all else. Things that add value to Prime make it more likely that customers will sign up for it.

Amazon Instant Video is part of the Prime ecosystem. Adding Instant Video to Apple TV is good for Instant Video, helps build that brand. And that, in turn, is good for Prime.

Taking Apple TV off the Amazon store shelves is a turn in the opposite direction, fighting against the Instant Video brand. Amazon needs to figure out where their bread is buttered and get their Instant Video ducks in a row.

Apple TV is not their enemy. Just like the Kindle App on iPads helps sell millions of eBooks, the Instant Video app on Apple TV will help build the Instant Video brand, which will help strengthen Prime.

[Via 9to5mac]