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Could just be due to both being American companies, MS realizes how strong of a retailer Amazon and makes a point to have their stuff promoted immediately on it. Could be because of their position as the market leader in this current generation, Sony is spending less on advertising so they aren't contacting Amazon immediately.

Unless we find out that the Xbox Amazon Video app works better then any other version of the app or major executives for both companies are shown to be in deep personal relationship with one another I don't think ads are that big of a deal to say Amazon is favoring Microsoft or not.