A day after upgrading its cloud music player, Amazon has delivered a native Amazon Instant Video app for iPad (not iPhone or iPod Touch, yet) to the App Store. It has access to streaming Prime Instant Video for subscribers, as well as downloaded or streamed video on-demand. Other key features include access to the Watchlist / queue, and automatic access to any shows subscribed to with a Season Pass the day after they air on TV. The free app is available in the iTunes store right now, however like the sudden appearance of Hulu Plus on Apple TV yesterday we don't have any official PR to share just yet.
We've had a chance to play around with it and we must say, Amazon is really coming after Netflix with this one. The app runs smoothly, and while the video player itself gets just the bare bones iOS treatment, every other part of the app seems polished, including the Watchlist. Add in the fact that you can watch things via subscription and seamlessly jump to fresher / premium content available for purchase or individual rental (with the notable caveat that you can't actually browse the VOD content, or purchase or buy it from within the app itself) and there's a serious competition going on.