Businesses and individuals using Amazon delivery services could soon see an increase in demand for iPads on the online marketplace following the launch of a new video application.

The app lets users stream or download films and television episodes from their Amazon Instant Video library directly to their iPad.

It also opens up more than 20,000 titles from the Prime Instant Video platform to Amazon Prime members, offering content ranging from television series like Glee, Downton Abbey and Fringe to movies such as Ocean's Eleven, Mission: Impossible 3 and Mean Girls.

A 'watchlist' feature allows customers to make a list of all the episodes and films they want to see in future, while a library function provides access to previous purchases and rentals from Amazon Instant Video on the web.

Anthony Bay, Amazon vice president for video, said the aim of the launch was to offer consumers the convenience of being able to watch all the content they have bought or rented on their iPad, whenever and wherever they want.

"We're excited to extend our 'buy once, enjoy everywhere' approach to iPad, giving customers the chance to enjoy more than 120,000 titles from Amazon Instant Video and more than 20,000 titles from Prime Instant Video anytime, anywhere," he added.

Other facilities provided by the online retailer include the Kindle Owners' Lending Library, which is one of the benefits of Amazon Prime membership.

The library encompasses more than 145,000 books, which users of the Kindle e-reader can borrow for free, as frequently as once a month, with no due dates.

Earlier this year, it was announced that all seven Harry Potter books have been added to the collection in English, French, Italian, German and Spanish, with an unlimited supply of each entry in the series.

Readers will also find over 100 current and former New York Times bestsellers in the library.

Author:  Adrian Medland