LONDON -- Amazon is upping the ante in its rivalry with Netflix in the U.K. by merging its two subscription services, Amazon Prime and Lovefilm Instant.
Amazon Prime, which offers members unlimited one-day delivery on more than 7 million items and access to 500,000 Kindle books to borrow, and Lovefilm Instant, which includes unlimited streaming of more than 15,000 popular movies and TV episodes, will be combined from Feb. 26.
Lovefilm Instant will be rebranded as Prime Instant Video, and Amazon says it will up its investment in exclusive content and original programming.
Members will have unlimited access to exclusive movies such as "The Girl with the Dragon Tattoo," "The Hangover Part II," "One Direction: This Is Us," "Friends with Benefits" and "Alvin and the Chipmunks: Chipwrecked," as well as TV shows such as "The Walking Dead," "Dexter," "Vikings," "Downton Abbey," "Desperate Housewives," and children's shows "Peppa Pig," "Fireman Sam" and "SpongeBob SquarePants."
They will also have exclusive access to Amazon original TV series "Alpha House" at launch, and "Betas," which debuts soon.
"We've worked hard to offer the best selection of TV shows and movies for Prime Instant Video -- in fact, we've more than tripled selection since Lovefilm became part of the Amazon family," said Tim Leslie, VP of Amazon Instant Video for the U.K. and Germany. "We also added high-definition video and introduced apps for popular devices like Xbox One, PlayStation 4, Samsung and Sony TVs and iPads and iPhones."
"Millions of customers in the U.S. 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," said Greg Greeley, VP of Amazon Prime. "We are delighted to be bringing that same combination of services to the U.K., providing members truly unique benefits they can enjoy every day of the year."