An Amazon app, which allowed Android phone owners to access Prime Instant Video, has been removed from Google Play.
Google’s updated terms and conditions now mean that apps submitted to its Play app store can’t act as windows to other content ecosystems – in other words, you can’t set up your own shop within Google’s own shop.
Which is precisely what Amazon did when it updated its Shopping app on Google Play back in September.
Under Google’s new rules, companies may not upload apps which break the following:
4.5 Alternative Stores. You may not use the Store to distribute or make available any Product which has a purpose that facilitates the distribution of software applications and games for use on Android devices outside of the Store.
Previously, developers were not allowed to distribute apps whose primary purpose was to act as a Trojan horse to other content stores. Now, even if an app doesn’t boast access to digital content front and centre, Google will still put the kibosh on it.
It now appears that access to Amazon Appstore and Prime Instant Video is no longer possible through the Amazon Shopping app that’s available on Google Play.
However, you can still indirectly install the Shopping app, with full access to all of Amazon’s services, by going to amazon.co.uk/androidapp in your phone or tablet’s browser.
While you can download Prime Instant Video apps for iOS and Amazon devices directly from their respective app stores, you still can’t get the same experience on regular Android devices. This was always the case even back when Prime Instant Video was called Lovefilm Instant here in the UK.