I didn't know Xilinx offered that, and even less so that Amazon was now also a marketplace for this kind of thing.
But rental models for licenses are becoming common for EDA software in general. Actually, any kind of subscription license that is not permanent can be seen as rental.
But yes, now most EDA vendors (at least for the more expensive stuff) offer subscriptions for much shorter amounts of time than the typical 1 year. Apparently here it's even by the hour!
It's of course up to you to decide whether it makes sense for your particular use.
One thing I'm not completely comfortable with here: as opposed to a permanent license, what's the guarantee that you'll have access to the software at (possibly) the version you used for a particular project, and that may have had a particular behavior (whether intentional or a bug) that your project may be tied to! This is bad, but yes this really happens. You do not necessarily immediately upgrade your software in a given context without giving it a second thought. Now if you're on subscription, and even more so for short-term rental, what's the guarantee you'll ever get a license for older versions than the last if needed? It's often unclear from the licensing conditions.