Amazon recently released their instant video app for iPad. This means that users can enjoy Amazon’s available video content on their Apple tablet, and they don’t need a Kindle Fire.
The thing to note here is that the Fire is designed to compete with the iPad, but cater to those in the market for a lower-cost tablet. However, Amazon is well aware of the fact that many people out there already have iPads, or will choose an iPad for one reason or another. The idea is that they will sell content one way or another. That’s the same reason the online retailer practically gives away their Kindles, but sells their books and other content.