Amazon’s UK streaming service is getting something of a rebrand.
The ecommerce giant has announced that, beginning February 26th, they will be combining their LOVEFiLM Instant and Amazon Prime subscription packages and that LOVEFiLM – the company’s UK streaming service which is available on a number of devices/platforms – will rebrand as Prime Instant Video, just as it is known in the United States.
The move, designed in large part to up the ante in the competition between Netflix and Amazon in the UK, will see the cost of the merged Amazon Prime/Streaming subscription package set at £79 per year – a 35% discount on the current pricing of £49 per year for Prime and £72 per year for LOVEFiLM.
The rebrand of LOVEFiLM to Amazon Prime Instant Video comes ahead of the key launch of several exclusive titles on the streaming service. Such exclusive titles include the second season of History’s Vikings, which premieres on Friday February 28th; the second season of the TF1/Tandem Communications drama Crossing Lines, which is expected to launch this Autumn, and the first seasons of Amazon Original Series’ Alpha House and Betas, which the company said would debut in the UK shortly.
“Millions of customers in the US have streaming video included as part of their Prime membership and they tell us they love the combination of unlimited delivery, the ability to borrow Kindle books, and convenient access to thousands of the most popular movies, TV shows and exclusive videos”, said Greg Greeley, Vice President of Amazon Prime. “We are delighted to be bringing that same combination of services to the UK, providing members truly unique benefits they can enjoy every day of the year.”