Amazon.com Inc launched a video application for Apple's iPad on Wednesday, the latest effort by the world's largest retailer to get its digital content on as many gadgets as possible.

The application enables Amazon's customers to stream or download Amazon Instant Video movies and TV episodes from their video library directly on their iPad. The app also makes more than 20,000 titles from Prime Instant Video available to Prime members such as hit TV shows like Glee, Downton Abbey and Fringe, or popular movies such as Mission: Impossible 3, Mean Girls and Ocean?s Eleven, to stream instantly on their iPad at no additional cost.

To watch movies or TV episodes from Amazon Instant Video on iPad, users can search for the content they've already rented or purchased from Amazon Instant Video.