Amazon, in partnership with Apple, has quietly turned on a new feature in Prime Video’s apps for Apple devices that lets users buy or rent TV shows and movies, using the in-app payment feature.
Previously, the Prime Video app for Apple’s family of devices didn’t let you make purchases. The Prime Video app for iPhone, iPad, and Apple TV was updated April 1 to enable in-app purchasing directly to your Amazon account, as first spotted by the Verge.
What’s significant about the change: Amazon is not paying the 30% “tax” to Apple on transactions that are billed directly through Amazon.
In a statement, Apple said it was allowing this as part of an existing program that lets “premium subscription video entertainment providers” offer movies and TV shows using their own payment systems. Altice One and Canal+ users have had these options for a while. The same program also allows tie-ins with the Apple TV app, AirPlay 2, Siri, universal search and frictionless sign-ons.
Amazon isn’t about to sell books directly through the Kindle app, and Spotify’s objections to Apple policies remain intact. Still, direct rentals in Prime Video represent a big deal it won’t be surprising if other companies follow suit.
