Amazon to rebrand Lovefilm as Amazon Prime in UK

Amazon has decided to scrap the Lovefilm name and make the streaming service part of its Amazon Prime subscription.

As of February 26th, Lovefilm will be no more in the UK and Germany. A full year of Amazon Prime currently costs £49. But after the relaunch it will go up to £79.

However, those who already have a Lovefilm account will not have to pay the extra until their yearly subscription expires. And even then, they have the option to stay on their previous subscription and not receive the additional benefits of Amazon Prime, such as access to the Kindle Owners’ Lending Library and quicker shipping of products.

Lovefilm will continue to run its DVD rental business despite the changes to its streaming service.