The rebrand is part of a strategic shift to merge two subscription-based Amazon products, Amazon Prime – which offers one-day delivery shopping and access to a Kindle library of 500,000 books – and Love Film, a film and TV delivery streaming service.
Shopping, e-book borrowing, and film streaming will be integrated into Prime Instant Video, which will offer both exclusive and original shows.
Existing LoveFilm customers will be carried over to the new Prime Instant Video service and will pay £6.58 per month to have access to the full service. It is based on the model Amazon already uses in the US.
Amazon, which acquired LoveFilm in 2008, before taking complete control in 2011, will continue to use the LoveFilm by Post brand for its postal DVD service.
The Amazon development team, which is based in London, will handle the development of the Prime Instant Video platform, and an Amazon spokesman says ‘All design is handled in-house.’