Amazon is releasing its new Kindle Fire HDX later this month (October 18) with a plethora of bells and whistles, but subscription marketers will most be interested in its new feature for Prime subscribers — downloadable videos.That’s right, Amazon Prime subscribers will be able to download videos for offline viewing with the new Kindle. This is an incredibly smart move on the part of Amazon since many consumers want to engage with tablets at times when wi-fi access is either compromised or unavailable, such as during commutes, while traveling, or even during blackouts.However, this is not an iTunes model where subscribers will own the content. Instead, downloads will be available for 30 days and subscribers will be able to view a video for 48 hours after initial viewing begins.In providing this service, Amazon seems to be back-tracking from its initial deal with Ultra Violet to create digital “lockers” for videos. That’s smart because its rare that consumers want to own a video; but they do want offline viewing capabilities. Thus, the new download rental feature is likely to please consumers on two fronts.Amazon is also wisely tying in a free month’s subscription to Amazon Prime with any Kindle HDX purchase.