Having difficulty connecting apple tv with amazon instant video

II'm having difficulty connecting apple tv with amazon instant video or it won't stay connected. Help!

Is it naive of me to think that Apple should simply provide a portal on their Apple TV menu for me to access my Amazon Instant Video movies?
Maybe a little.  Amazon is a direct competitor, so it is not really in Apple's best interest to go out of its way to add support for a competing service that will cause Apple to lose money.  The bigger problem though is all of these video services using DRM to encrypt their content and lock it away from consumers so we can only watch content we pay for on certain devices.  Compaired to before when you could buy a DVD and watch it on any TV.  Now when you buy content you can only using it on a few specific devices.
Is their failure to do so about an Amazon/Apple rivalry, or because the two have to make some kind of deal before this can happen
They are competitors, but a bigger issue is that it is an incredibility complex legal agreement they would have to work out.  First there are legal agreements that would have to be worked out with literally thousands of copyright holders to distribute their content.  Then there is the software licenncing since Apple and Amazon would have to disclose how their DRM encrption works, then there are pateint agreements that can be worth billions that have to be worked out.  And all of that work would be so that they support a competator.  So there is not a lot motivating them to do something that would cost a lot of money and time.
If watching Amazon content is really your major priority you might want to return your ATV and get a Roku.

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