To avoid fees, many apps - including not only Amazon, but also Netflix, Tinder, Spotify and others - have bypassed the major app platforms’ fees at times by redirecting users to a website. That’s because Apple requires a 30% cut of all in-app purchases taking place on its platform.
This is supported on a majority of Apple devices, including the iPhone, iPad and iPod touch running iOS/iPadOS 12.2 or higher, as well as Apple TV HD and Apple TV 4K.Īmazon for years has prevented users from directly purchasing movies and TV shows from the Prime Video app on Apple devices. This includes new release movies, TV shows, classic movies, award-winning series, Oscar-nominated films and more. The change makes it possible for Prime Video users to rent or buy hundreds of thousands of titles from Amazon’s video catalog. The changes weren’t formally announced, but quickly spotted once live.Īmazon declined to comment, but confirmed to TechCrunch the feature is live now for customers in the U.S., U.K. Now, Prime Video users can make the purchase directly through the app instead. Before, customers using the Prime Video app from an iOS device or Apple TV would have to first purchase or rent the movie elsewhere - like through the Amazon website or a Prime Video app on another device, such as the Fire TV, Roku or an Android device. A recent update from Amazon has made it easier for Apple customers to buy or rent movies from its Prime Video app.
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