Amazon is about to rebrand Lovefilm, the video rental service it bought a few years ago. On February 26th, it’s set to become Amazon Prime Instant Video, which aligns it with the US service. For existing Lovefilm streaming subscribers, who pay £5.99 a month to access Lovefilm’s 15,000 items, nothing will change except the name and artwork on whichever app (console, smart TV or smartphone) you use to stream.
If you’re an existing Amazon Prime member – perhaps in order to get free prime delivery on the games you order from Amazon – you’ll be able to sign in to the newly named service and make use of the library of streaming materials for absolutely no extra cost.
The snag is that if you’re not an existing Prime customer, or when your Prime renewal comes around, the price to join is going to jump from £49 a year up to £79 for the year. There’s no option to just take the free delivery side of Prime and there’s set to be no option to just take the streaming side – it’ll be all or nothing.
That £79 is an increase of only around £7 a year for existing Lovefilm monthly subscribers and it gets them access to Kindle’s lending library of 500,000 books to read on their Kindle devices and free next-day delivery from Amazon.co.uk.