Why does apple tv not support amazon prime?

why does apple tv not support amazon prime?

If you have an iPhone/iPad it may be possibel to 'Airplay' from teh Amazon Prime app on the device - no Amazon Prime in UK so I can't confirm it works.  Check reviews of the app in iTunes.  Airplay is not something I like much as you have to have another device to work with the AppleTV.
As to why there is no native support for Amazon Prime on the AppleTV itself, we could ask the same for any number of services, but:
1 - Apple/Amazon are competitors to some extent so they may not want to
2 - It may simply not feature in Apple's plans for the device
3 - Rights owners may not allow Apple/Aamzon to collaborate
.....and dozens more possible reasons I suspect, none of which really make sense to you an I as a consumer...

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