Amazon has announced its intention to scrap the Lovefilm Instant brand and pull the underlying service into a new combined Amazon Prime Instant Video offering.
The change-over will occur on February 26, and it’s much more than a simple rebranding exercise.
Essentially, the current Lovefilm Instant video streaming service will become part of Amazon Prime, the internet retail company’s free next-day delivery service. Existing Prime members will get free access to more than 15,000 films and TV shows.
However, come membership renewal time, Prime users are in for a bit of a shock. Their current annual payment of £49 will be bumped up by £30 to £79 to cover the new service.
When you break the charges down, however, it looks like much better value. A Lovefilm Instant subscription currently runs to just under £72 on its own. Add that to the current Prime charge, and you’re looking at a saving of £42.
Of course, that’s only a positive thing if you currently maintain both a Prime and a Lovefilm Instant account.
On the flip side, if you sign up for Prime in the next four days, you’ll have a year of the new combined service for £30 less. Plus, if you’re not interested in Prime’s delivery or free ebook service, you can just sign up for the Amazon Prime Instant Video service at a typical £5.99 per month.
As for the Lovefilm brand, it isn’t being eradicated altogether. The DVD, Blu-Ray, and game rental service will continue to operate separately under the Lovefilm brand.
Read More: Netflix vs Lovefilm Instant
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Editorial independence
Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.
Professional conduct
We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.
