Amazon and Microsoft have rolled out a new Instant Video app for Xbox LIVE Gold subscribers that offers customers easy access to movies and TV episodes on their Xbox 360 console.
As expected, the app also supports Prime Instant Video, which boasts a library of more than 17,000 movies and TV episodes.
"Amazon Instant Video on the Xbox 360 console is among one of the most requested video features from our customers," explained Amazon rep Anthony Bay.
"With Amazon Instant Video on Xbox 360, Xbox LIVE Gold members can start enjoying new release movies, current TV episodes and Prime Instant Video right away."
According to Bay, the Instant Video app boasts close integration with Microsoft Kinect, allowing customers to play and search for videos with the wave of a hand or the sound of their voice.
Meanwhile, Amazon’s Whispersync technology enables subscribers to seamlessly switch between watching on their Kindle Fire and their Xbox 360 console - without losing their place.
Last, but certainly not least, the Instant Video app includes a feature known as Watchlist, which lets customers keep a running queue of videos they want to see in the future.
To summarize - all videos you've purchased or have currently rented from Amazon are now available on your Xbox 360. If you're an Amazon Prime member, you'll also find the entire Prime Instant Video library available and waiting.