Amazon doesn't want to leave any stone unturned to maintain its top position as online retailer and for this; the giant can go to any extent. In its another move, Amazon has recently released an iPad version of its Instant Video App. Using the app, the Prime and non-Prime subscribers are entitled to purchase or rent more than 1,20,000 videos available of the Amazon online video store.

Users are entitled to stream the content to their iPad for free and can also download content for offline viewing. To avail the membership, users need to pay $ 79 following the free trial period for a month. As of now, there are more than 20,000 TV shows and movies available for streaming on Prime. In addition to this, Amazon has also added few more titles after agreements with Metro-Goldwyn-Mayer Studios, Paramount Pictures and Viacom. Non-Prime members can use the new iPad app to access videos from Instant Video store.

Anthony Bay, Amazon.com vice president for video said, "We want to give customers the convenience of being able to watch all of their movies and TV episodes, wherever they are, on their iPad, today we're excited to extend our 'buy once, enjoy everywhere' approach to iPad, giving customers the chance to enjoy more than 120,000 titles from Amazon Instant Video and more than 20,000 titles from Prime Instant Video anytime, anywhere."

The app includes features like "Your Watchlist" that helps users make a wish-come-watchlist of all movies and TV shows. It also includes "Your Video Library" that gives access to all purchases and rentals from Amazon Instant Video on the Internet. There is another Whispersync that helps syncing a video placeholder with other devices that are tied to users' accounts. Apart from the Kindle Fire and now iPad, the other compatible devices include smart TVs, TiVo, Roku, Xbox 360 and select Blu-ray players.

An Amazon spokesperson said, "We listen to our customers and are always innovating on their behalf. Amazon Instant Video for iPad was one of our top customer requests, so we delivered."

Amazon Instant Video Service is a second major launch from the online retailer in such a short span of time. Recently, the giant also introduced the Scan and Match feature for its Cloud Player Service, posing a direct competition to Apple iTunes. The new service will surely lead to a plummet in Netflix traffic.