LoveFilm to offer its users the option to switch their login details with an Amazon account

LoveFilm, the movie and video game rental service that also offers an on-demand streaming service akin to Netflix in the UK, will soon be offering its users the option to switch their login details with an Amazon account. Amazon acquired LoveFilm in January 2011, but since then the two businesses have been kept separate. While the online retailer hasn’t been hiding the fact that it’s now in charge of the rental service, there’s also been no sign that the two brands could merge or be involved in some kind of rebrand. LoveFilm added the option for users to sign in with their Amazon account details last October. However, in an email sent out today, the company has revealed that it will soon be adding the option for users to switch their login details over completely. “Switching just means we’re asking you to change how you login to LoveFilm,” it reads. “Don’t panic, all that’s required is a quick switch from your current details to Amazon account details instead.” Users who switch over will keep their existing delivery and payment information, as well as their rental list, watchlist and viewing history stored online. Notably, LoveFilm is actively recommending that users switch their details over once the option is available. The company claims that it’s because users will then have “one less password to remember”, but a more likely reason is that it wants to start positioning the two brands closer together. The reasons for why Amazon and L