Amazon, teaming up with Microsoft, has brought Instant Video app to the software giant's popular gaming console, the Xbox 360.

The video application allows Xbox Live Gold members to search and access over 17,000 movies as well as TV episodes by just waving their hands or with a voice command as the app is compatible with the console's Kinect voice and gesture controls.

The move by Amazon appears to target rival Netflix. A few months back, Amazon had launched its Sony PS3 app that gives PlayStation users access to movie titles from Paramount and other studios.

"Our integration with Kinect for Xbox 360 lets customers play and search for videos with the wave of a hand or the sound of their voice, and our Whispersync technology allows customers to seamlessly switch between watching on their Kindle Fire and their Xbox 360 console, without losing their place," Amazon's Vice President for Video, Anthony Bay, said in the press release. "Also, Watchlist is a great new feature that lets customers keep a running queue of videos they want to see in the future."

browsing the Amazon website. Aside from that, it also includes Kinect voice and motion controls, automatic streaming, and watchlists for film usage.

According to Microsoft's Chief Marketing Officer Yusuf Mehdi, there are more number of Xbox 360 users who utilize the device for entertainment purposes rather than just for playing video games.