This is the NIST SP 800 KDF in Counter Mode specification.
Where $K_I$ is the input key, $[i]_2$ is the counter value, Label and Context are fixed-length strings and $[L]_2$ is the output size, the input to the PRF for each block $i\in n$ is as follows
$$K(i) := \operatorname{PRF} (K_I, [i]_2 \mathbin\Vert \mathit{Label} \mathbin\Vert \mathrm{0x00} \mathbin\Vert \mathit{Context} \mathbin\Vert [L]_2)$$
I'm trying to understand why
this Recommendation approves the use of either the keyed-hash Message Authentication Code (HMAC) specified in [8] or the cipher-based Message Authentication Code (CMAC) specified in [7] as the pseudorandom function.
Why not just use a straightforward PRP like AES here? Provided the fixed input data is of the correct width, I don't see why the complexity of using i.e. a CMAC PRF is being added to the construction.
Moreover, looking at the NIST CMAC specification and adapting it for one-block fixed-length inputs it seems the only difference would be XORing a second key with the input to the PRP.