Amazon.com, Inc. (NASDAQ:AMZN) has decided to rebrand Lovefilm in the U.K. Lovefilm will now be rolled into Amazon’s Prime subscription in both the UK and Germany starting February 26th. This is the same name that Amazon uses for the service in the U.S.
Amazon will charge £49 (?29) for a full year of Prime up until the launch day. It will rise to £79 (?49) after that. If you are already an existing subscriber, you will not have to pay an additional amount until the annual subscription expires.
Some customers will be able to stay on their existing monthly Lovefilm subscription. This means that you can sign up for Lovefilm before the change to retain the £5.99 a month price.
Amazon will also allow customers to buy and rent movies, of which many will not be available on Prime Instant Video. They will be accessible to all Amazon customers with the Amazon Instant Video branding. Lovefilm will continue to run their DVD rental business.