Amazon and LOVEFiLM

You may have noticed over the past year or so that there have been lots of adverts for the LOVEFiLM rental service on the Amazon website. This is because in January 2011 the world famous online retailer decided to fully purchase LOVEFiLM as a brand, and it is now a part of the Amazon EU SARL group.

LOVEFiLM were quick to inform all their customers about the purchase, and to reassure them that only good would come of the process – and so it has, with LOVEFiLM’s popularity continuing to increase throughout 2011, potentially due to the funding and advertising that Amazon’s backing has been able to provide. As a part of the Amazon organisation, LOVEFiLM has become a bigger player in online rental and retail.

You may wonder why a giant conglomerate such as Amazon would be interested in LOVEFiLM – since LOVEFiLM came into existence just over seven years ago, the service has been revolutionising film and game rental, attracting over 1.7 million customers throughout 5 different European countries. Offering over 70,000 titles for instant rental, either via direct delivery or watching movies online, LOVEFiLM changed the way we look at film rental. Now, teamed up with Amazon, they are able to take this radical new system even further, with big plans in the pipeline for the future of LOVEFiLM.

Reactions to Amazon’s acquisition of LOVEFiLM have been primarily positive, thanks to the general belief that Amazon will help LOVEFiLM to enhance the experience of its members.

Thankfully, nothing about the general administration and subscription of LOVEFiLM changed, and the recognizable brand name has not been changed (except that you will see that under the LOVEFiLM name, smaller text now reads “An Amazon Company”). Each website continues to operate independently, but keep your eyes peeled for any new developments that this alliance provides.