Amazon today made quite the leap in its war with Netflix after beginning to allow both iOS and Android users to download movies and TV shows to their devices for offline viewing. Before today, streaming was the only way to enjoy content via Amazon Prime.

The Instant Video app from Amazon released earlier this year for those on iPad, but today, the service reaches out to those running an iPhone or iPod touch thanks to an update. With the larger Cupertino iOS devices unarguably superior when it comes to watching streaming content, it’s only natural Amazon felt it best to launch the iPad version first, but now, the app has been made universal; details after the break.

The last couple of days have brought some good news for iOS device owners who happen to love consuming visual media in their spare time. Yesterday we told you that Apple TV units in the United States went under a silent update to bring the Hulu Plus service to users, allowing specific content from network partners to be streamed through the unit to a connected HDTV. Amazon is never a company who want to be left behind or excluded and have released their Instant Video app for the iPad for immediate download.

Microsoft’s Xbox 360 has received yet another shot in the arm, with a new player coming online in the instant content streaming portion of the console’s developing world. Having already outed a PlayStation 3 app, Amazon has now seen fit to bring Xbox 360 owners under its wing, allowing those with both an Xbox LIVE Gold account as well as an Amazon Prime subscription to stream movies and TV shows instantly.