Amazon turns Lovefilm Instant into its U.K. version of Amazon Prime Instant Video

Lovefilm Instant subscribers, prepare yourself for a welcome change. After three years flying under its own flag, the UK movie streaming service will become part of Amazon’s Prime subscription on February 26th, rebranding as Prime Instant Video in the process. That name might sound familiar because it’s the exact same package Amazon has been offering US Prime subscribers for the past 36 months. Before Amazon’s changes begin kicking in next week, a full year of Prime will cost just £49 up until launch day (the original cost of Prime’s one-day delivery service), rising to £79 thereafter. If you’re an existing subscriber, however, you won’t need to pay a penny until your yearly subscription expires. Amazon expects some won’t be impressed by Prime, so it’ll allow customers to stay on their existing monthly subscriptions. They won’t receive the wider benefits of speedy shipping and access to the Kindle Owners’ Lending Library if they do.