Sony BDP-S3200 Jump to Amazon Instant Video (Amazon Prime)?

Hello, I’m running Roomie 3.0 and have a Sony BDP-S3200. Everything works fine. However to load an application, specifically Amazon Instant Video (Amazon Prime), I have to ‘tab/arrow’ over the video portion of the on-screen Sony menu, then ‘arrow/tab’ down to select the Amazon widget, and then select it.

Is there anyway to automate the process? I know there’s a ‘Netflix’ button on the remote to go directly to Netflix.

Ideally, I’d like an "Amazon Video’ activity that starts everything up and navigates to Amazon Video automatically.

Any ideas? Thanks.