Home / Opinions / How Amazon Prime Instant UK Affects Lovefilm and Amazon Prime Users

How Amazon Prime Instant UK Affects Lovefilm and Amazon Prime Users

Michael Sawh


Lovefilm Instant vs Amazon Prime Instant Video

Amazon has officially scrapped the Lovefilm Instant brand in favour of a new combined Amazon Prime Instant Video offering from today.

Essentially, the current Lovefilm Instant video streaming service will become part of Amazon Prime, the internet retail company’s free next-day delivery service, which also offers subscribers a free Kindle lending library service.

If you’ve got caught up in the confusion of Lovefilm Instant turning into Amazon Prime Instant Video and what it means for existing and new customers, we try to clear up some of the key questions concerning the switchover.

SEE ALSO: Netflix vs Amazon Prime Instant Video

1. How does Amazon Prime Instant Video change things for existing Lovefilm Instant users?

If you currently subscribe to LoveFilm Instant, from today you'll simply need to switch over to an Amazon account or use an existing one and login details will be carried over.

According to Lovefilm's FAQs, users who don't make the switch after a certain point could end up with their membership being cancelled although neither Lovefilm nor Amazon have stated how long this period will be.

2. How does Amazon Prime Instant Video change things for existing Prime customers?

On top of the next day delivery service and access to the free ebook library, you now have free access to the Amazon Prime Instant Video streaming service included as part of your subscription.

The bad news is that come membership renewal time, the current annual payment of £49 will be bumped up by £30 to £79 to cover the new service. For those Prime users not interested in the video streaming service, it doesn't look like there's the option to opt out of it, so you are going to be stuck with the sizeable price hike.

3. Are you actually saving anything?

When you break the new charges down, there's a not a great deal you are saving on. A Lovefilm Instant subscription for the year costs £5.99 a month which equates to £72 a year. An Amazon Prime subscription is now £79 a year and while you get a few more added perks like the new Instant Prime Video you are only actually saving £7 a year.

Lovefilm by Post

4. What is happening to the Lovefilm DVD and Blu-ray rental service?

The Lovefilm brand isn’t dying altogether and will live on through Lovefilm By Post, which replaces the disc rental service. If you don’t want to be a Prime or Prime Instant Video subscriber and just want to use the Lovefilm by Post service, it will cost you £7.99 a month. As a Prime user, this does drop down to £6.99 per month.

5. Will Amazon Prime Instant Video have more content than LoveFilm Instant?

Amazon Prime Instant Video subscribers will get access and stream from the same 15,000 movies and TV episodes previously available under the Lovefilm Instant brand including The Walking Dead, 24, The US Office and films like Moneyball, Twilight Breaking Dawn and err, One Direction This is Us.

Like its rival Netflix, Amazon is also delving into original TV programming and is kicking things off with comedy Alpha House, starring John Goodman. Picked out from the 14 pilots that Amazon put online last year for users to help decide which ones to turn into full length shows, all 11 episodes of Alpha House are available to stream from today.

Alpha House

6. What if I just want to subscribe to Prime Instant Video and don’t want next day deliveries?

Well, you have the option to do that if you want. Existing Lovefilm Instant subscribers can access the rebranded Prime Instant Video streaming service from the same devices at a cost of £5.99 per month. In comparison, Netflix currently costs £5.99 per month while a Sky Movies month pass through Now TV costs £8.99.

7. Which devices can I use to watch Amazon Prime Instant?

Like you could with Lovefilm Instant, Amazon Prime Instant Video can be viewed on the same devices. That includes the Xbox 360, Xbox One, PlayStation 3, PS4, Wii, Wii U, iPad and Smart TVs and Blu-ray players. If you want to use it on an Android tablet, it will only work on Amazon’s Kindle Fire tablet range, which includes the HDX 8.9 and HDX 7.

8. How is Amazon Instant Video different to Prime Instant Video?

Just to make things a little more confusing, Amazon also offers its Instant Video service in the UK for the first time where you can rent and download digital copies of movies and TV episodes that can be viewed offline.

Renting a digital copy of the Hangover Part II will cost you £2.49 and to purchase outright, £4.99. Compare that to the iTunes Store, the same film costs £7.99 to buy while in the Google Play Store you can rent it for the same £2.49 and buy for £9.99.

Are you thinking of dumping your Amazon Prime subscription now that the prices are set to go up? Let us know in the comments below.

Next, read our round-up of the best TV series to watch on Netflix


February 26, 2014, 1:33 pm

Outrageous that it doesn't work on Android other than Google branded tablets. Why would I pay through the nose for a Netflix equivalent that is so limited? Nice idea and I'll get it as soon as they remove the ridiculous restrictions...


February 26, 2014, 1:34 pm

Yep, will dump Amazon Prime. No point in me paying for a streamin service I can't use. I don't have any of the compatible devices, no support for Android is hugely disappointing.

Alex McConnell

February 26, 2014, 1:53 pm

Small correction, the article states it only works on Amazon branded Android tablets (i.e. Kindle Fire), not Google (i.e. Nexus). There are workarounds to make it work on other Android devices but it doesn't support it out of the box apparently.

Think I'll stick to Netflix.


February 26, 2014, 2:08 pm

Yeah, cheers. I actually own a Google Nexus so what I said didn't make any sense ;-)

I've tried all the work arounds on the Nexus 7 (2012) and I'm currently not getting anywhere.


February 26, 2014, 2:14 pm

I don't think I will use Prime again - I love the fact that you get yearly free delivery for products and I use Amazon a lot more than I otherwise would. I think Amazon will lose a lot of purchasing business if they take away the option of Amazon Prime as just a delivery service. Also I don't have a Kindle - just an ipad so cant use the book loaning service either.

Liz Hoffman

February 26, 2014, 2:16 pm

Already cancelled my Amazon Prime autorenewal today, had to get their customer services to do it - the page to do this was giving an error message today.


February 26, 2014, 3:16 pm

Dumping Prime as soon as the fixed-price expires. Only wanted it for the convenience and certainty of the delivery dates, so I guess I will stop buying so much from Amazon. LoveFilm streaming is poor compared to Netflix - I don't need both subscriptions.


February 26, 2014, 3:16 pm

I have been a lovefilm member for years, with the promise that their streaming service would very soon be available to all android devices?! Was that just a lie to keep us subscribing??


February 26, 2014, 4:08 pm

I will be cancelling today. No access on android devices other that the amazon android makes the service useless to many!


February 26, 2014, 4:10 pm

Where I live, you can't get an internet speed that's fast enough for reliable video streaming, so it's a non-starter for me. Pity, 'cos I love the free delivery from amazon, I'm sure they'll lose a lot of business because of this decision. Why don't they offer a 2-tier service for people like me with poor internet?


February 26, 2014, 4:23 pm

I was a happy Lovefilm subscriber. I don't want to have a single account for my video streaming and amazon purchases. I don't want amazon Prime and yet now as a Lovefilm customer I have been forcibly enrolled. I have duly cancelled and will move to Netfilx.


February 26, 2014, 4:38 pm

get the kindle app for your iPad and you can get the book loaning, that is if you want the kindle app :-)


February 26, 2014, 5:01 pm

i'm a prime subscriber and was hoping for some movies on the move for my galaxy 3 but no android but amazon's android. shame!


February 26, 2014, 5:06 pm

i was thinking the same but moving your ps3 or xbox 360 (if you've got one) to the bedroom is quite a good way of getting a movie/tv library for not much money


February 26, 2014, 5:42 pm

Yep. I am planning on dumping my prime subscription.
Have no interest at all in their instant video streaming as I already have alternatives I am happy with.
Happy to go on paying £49 for prime delivery, but not interested at £79.
I will make do with free delivery, and if Amazon make it hard or put the price of delivery up, then I guess I will just start shopping elsewhere if alternatives are cheaper.
£49 a year will still pay for quite a few deliveries from alternative suppliers if I have to pay them instead. No doubt make more use of Play.com free delivery.
Sorry Amazon, but you have really alienated me with this move. I really don't want your streaming video, so I am not paying for it.


February 26, 2014, 5:45 pm

We don't want lovefilm so therefore not prepared to pay the price hike when my prime membership expires in September.

stephen moore

February 26, 2014, 5:53 pm

You can still have prime instant video for 5.99 per month.... look at point no 6


February 26, 2014, 6:05 pm

The interface is also horrible... what was wrong with the "filters" on the left hand side of the page for genre's, year's, categories, etc...
I am not at all surprised that this happened, in fact I have been waiting for it since Amazon took over LoveFilm, but I did not count on them making things worse in the UI/UX... they need to put back all the LoveFilm features or I will be on my way to ditching them in the near future!


February 26, 2014, 6:21 pm

Every time I logged in to Lovefilm for the last 4 or 5 months it's prompted me to swap to my Amazon account, and every time I've ignored it. Doesn't that tell them anything? I don't want a streaming service linked to my Amazon account. You STILL cant use android, and the price of Amazon prime has increased. On the plus side you can get another months free trial for streaming from Amazon prime.


February 26, 2014, 6:29 pm

how did you cancel this service?

James Robbins

February 26, 2014, 6:46 pm

I am very happy with this as I have been a happy Prime customer and now I get video added for free. I was also looking at adding netflix or love film and now I don't have to and I get it in the future for less than £3 per month as I was going to keep prime anyway.


February 26, 2014, 6:47 pm

I have subscribed to Lovefilm Instant in the past but I now live in a rural area where streaming is impossible. It now means I'm paying an extra £30 a year for my prime delivery because I've been forced to have it bundled with a service I can't use. Gutted and I'll have to seriously rethink when it comes to re-subscribing. I would love to see rentals included in the package - even if restricted to x amount per week / month, just so that I could get some extra value out of the new package.


February 26, 2014, 6:48 pm

Are you sure? The way I read the blurb was that the loaning was only available on Kindle devices, not the iOS apps.


February 26, 2014, 7:13 pm

Book loaning is only available using Kindle devices, not available through the app.


February 26, 2014, 7:42 pm

I have just cancelled my Lovefilm Instant account after having it since it started. The new service is slower, more confusing and just money-grabbing. I will stick with Netflix and maybe get NowTV. Poor move, Amazon!

comments powered by Disqus