The new AppleTV has an App Store. Does this mean Amazon can't or won't create an app for Prime Video for the AppleTV? (Can't or won't, either answer would be telling.)
The new Apple TV hasn't shipped yet, but my guess is that this restriction will not apply to it - it is highly likely Amazon is working on an app for it and will have it available at release time, or shortly thereafter.
If a device comes with a useable app store, I'd rather it not come with tons of bloatware for every service ever out of the box.
At this point it just seems Amazon is touting their weight.
This move is obviously them using their position in the marketplace but I would imagine they would avoid the App Store as Apple takes a significant chunk of every purchase.
But, you don't pay for the app, you shouldn't need to pay for the app--much like Netflix. The service is separate.
Your problem is perspective... Amazon Prime video doesn't want to become Netflix. They're more like a loss leader for the non-free purchases... And that's where Amazon makes its money from video.
Millions of people using the Kindle app on iOS deal with the workaround. You just can't buy within the app.