It's a funny thing when a competitor's app is at the top of most iPad users' wish lists. For Amazon Prime members like myself, Instant Video's lack of compatibility with Apple was a glaring omission that threatened the future of many memberships, and clearly Amazon was aware of this.

Luckily, the recently released Amazon Instant Video feels right at home on the iPad, with a smooth-scrolling interface that spotlights "featured" videos in an array of categories. No pesky registration process is needed to start watching; just sign in with your Amazon member ID and anything in your library or watchlist will be available for viewing. Movies start playing instantly and there is barely any lag; while clearly presented in standard definition, the picture still looked sharp.

But since Amazon would obviously rather sell Kindle Fires than digital movies, Instant Video isn't all it could be. For one, the app isn't available on the iPhone or iPod touch, but even iPad users are going to be frustrated by a few glaring omissions, most notably the lack of AirPlay streaming to Apple TV. Don't expect to purchase here, either; Amazon forces non-Prime members back to its site to avoid forking over Apple's 30-percent cut. And since the in-app library of titles is significantly smaller than what's found on Amazon.com, even Prime members will find themselves heading to Safari to add to their watchlists.

The bottom line. Amazon hasn't crippled its Instant Video app for iPad, but a few more features would make it feel a whole lot more gratifying.