Wow, you guys really don't get it. Apple (and apparently Google) threw the first punches. Amazon probably has sales data that tells them they are the #1 seller of Chromecast devices, and the #2 seller of Apple TV boxes. They've probably submitted apps and channels to Apple and Google multiple times over the last couple of years, and been rejected or delayed or ignored often enough that they've decided to respond. Apple TV is an also-ran at this point, and if they want to be the market leader, they have to support all of the biggest content providers.
What are you talking about? Amazon Instant Video and Kindle apps are right there on the iOS App Store. You keep throwing out assertions and "probably" this and that without any supporting evidence. With your "you guys don't get it", you lecture everyone based on a theory that exists entirely in your head that is inconsistent with the one piece of hard evidence that exists.