Have you seen this? http://www.amazon.com/b/ref=sa_menu_aiv_piv_t10?ie=UTF8&... Or anything else on the left sidebar under "Instant Video". Or their music plays. Or http://www.amazon.com/mobile-apps/b?ie=UTF8&node=2350149... .
There's a lot of things they've been doing over the past year or two that makes a lot of sense in the context of planning to create a blessed Amazon media player. It does not exist yet, but it's hard to imagine it won't.