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Amazon Prime gets £30 price hike in Lovefilm shake-up

Lovefilm Instant becomes Prime Instant Video
Fri Feb 21 2014, 10:28
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ONLINE BOOKSELLER Amazon is adding £30 to its annual Amazon Prime cost and giving those first class, quick delivery people access to what formerly was called Lovefilm.

Amazon's branding has leaned heavily on Lovefilm for some time. Now it is changing the name to Prime Instant Video, with a connection to other add-on Amazon services.

This is spun rather well by Amazon, which informed customers that preferred Amazon Prime members will get access to movies like Hangover Part 2 and, um, Alvin and the Chipmunks: Chipwrecked, as well as the variety of other television shows and movies that it offers.

The combined package costs £79 a year in the UK. Amazon said that this saves a third off the price of the two services by themselves. Also available is a quick, invest now £49 one-off payment. For this you get unlimited one-day delivery and unlimited video streaming.

Amazon, naturally, has nothing but good to say about this and the impact it will have on its customers.

Amazon Prime VP Greg Greeley said, "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."

"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."

Amazon customers have five days to embrace the lower priced deal.

Richard Broughton, director of Broadband at IHS Technology, said that Amazon is reacting to a busy market that is populated by outfits like Virgin Media and Netflix.

"This move by Amazon of bundling video with the wider retail offering will allow the company to alter consumer perceptions of its streaming offer, sidestep direct competition with subscription video rivals and bolster uptake of the Amazon Prime subscription service," he said.

"By bringing its video content offer under the core Amazon brand alongside books and music, the online retail giant is attempting to position itself as the hub for digital entertainment in both the UK and Germany, encourage uptake of its Kindle Fire tablets and use its device and media presence to further strengthen its ecommerce lead." µ


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