https://techcrunch.com/2020/04/01/in-a-significant-change-apple-customers-can-now-buy-or-rent-titles-directly-in-the-prime-video-app/

Amazon has made it easier for Apple customers to buy or rent movies from its Prime Video app with a recent update. 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. Now, Prime Video users can make the purchase directly through the app instead.

The changes weren’t formally announced, but quickly spotted once live.