LoveFilm Instant which offers UK subscribers access to an online streaming video service for £4.99 a month and is owned by Amazon appears to have launched under a different guise in the United States. Amazon instant video claims to offer American subscribers the previous night's TV shows, the newest movies and favourites on the Kindle Fire, PS3, PC, Mac, Roku and a variety of TV and blu-ray players.
What is surprising is that subscribers to Amazon Prime will get free access to a subset of the library. Amazon Prime is a $79 annual fee service that gives regular Amazon shoppers free a two day delivery service, free Kindle books and now free movies. The UK also has Amazon Prime which offers a one day delivery service but no other benefits for the £49 fee.
The Amazon Instant Video service, differs from LoveFilm instant also in that it allows you to rent and buy videos too, with LoveFilm Instant you can only stream content. The question now is whether Amazon will be able to offer these other features in the UK, perhaps once the Kindle Fire finally launches in the UK we may more LoveFilm options, that is assuming movie studios are willing to license content for the UK market.