Amazon Prime Video for Apple TV is finally available

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The free Amazon Prime Video app for Apple TV is here and it's layout and design is similar to versions on other streaming devices, such as Roku.

With Amazon finally relenting on its years-long holdout, it seems the company may be finally realizing it needs support from partners like Apple if its streaming video service is going to thrive.

The video service originally launched in 2006, competing in the crowding streaming video market with other global services like Netflix and YouTube TV, as well as localised services like Stan and Foxtel Now in Australia. Though you'll need to be using a 3rd-generation Apple TV or later, you can now download the official tvOS app for Amazon Prime Video.

Amazon had been the most high-profile streaming video service absent from Apple TV devices, and competitors like Netflix and Hulu have always been on the device.

Prime members in the U.S., U.K., Germany, Austria and Japan can use the app to watch videos purchased or rented from Amazon.

Now, we can expect Amazon to start selling Apple TV again as well. Apple and Amazon had a similarly tumultuous relationship, so it's unsurprising that getting Prime on the Apple TV took a long time to pull off.

Wednesday's truce, however, hasn't yet resulted in the Apple TV returning for sale on Amazon's site, which removed it in 2015.

This will allow users to stream Amazon original series and movies. Participating sports apps in the Apple TV app include ESPN and the National Basketball Association, developed in partnership between the National Basketball Association and Turner Sports, with more to be added soon.

Amazon Prime Video is one of the most eagerly anticipated apps to come to Apple TV, so we're excited to bring all of that great content to customers. We're downloading the app now and will update with hands-on impressions.

A feud between two streaming rivals is easing up.

Tensions between Amazon and Google have steadily risen over the last few years.

The vain excuse, which puts little faith in the ability of customers to research products before spending money on them, echoes the warning that sparked a feud with Google, when Amazon said it stopped selling the Chromecast to "avoid customer confusion".