Amazon Prime Video isn't targeting the US market anymore - they made a hard pivot to India [0][1][2], and as such are primarily investing in MX Player.
Back in 2018-19 because their founder Karan Bedi was smart and recognized he could leverage his past corporate experience in Big Media in India in order to make MX Player a streaming platform targeting India2 and India3, and thus build a scalable business.
[0] - https://www.hollywoodreporter.com/business/business-news/apo...
[1] - https://variety.com/2025/tv/news/prime-video-india-growth-pa...
[2] - https://variety.com/2025/tv/news/prime-video-india-content-c...