Amazon is an amazing retailer.

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Amazon (AMZN) is an amazing success story, one of the few dotcoms that not only survived the bursting of the dotcom bubble in 1999, when its stock lost 95% of its value, but recovered and has prospered.

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Such numbers go far in explaining how it is that Groupon managed to overcome dashed investor expectations and suspicious prodding by regulatory authorities with its pretty amazing quarterly earnings report and why companies such as Google, Amazon and American Express, just to name three, are trying to horn in on the market that is widely believed to be oversaturated.

FORBES: It's a SoLoMo Ad World

"Working with Amazon.com marks a significant milestone in our mission to make the entertainment you love more amazing on Xbox, " said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising, Microsoft Corp.

ENGADGET: Amazon Instant Video streaming is now live on the Xbox 360 HD

To watch movies or TV episodes from Amazon Instant Video on iPhone and iPod touch, customers can simply search for the content they've already rented or purchased from Amazon Instant Video-including the latest hit movies like The Dark Knight Rises, Brave and The Amazing Spiderman and the latest episodes from TV series like The Walking Dead, Sons of Anarchy and The Vampire Diaries.

ENGADGET: Amazon Instant Video streaming app now available for iPhone and iPod touch