Amazon has flipped the switch on its LoveFilm brand, officially renaming the service in the UK to Amazon Instant Video to match its US counterpart.
LoveFilm is the largest subscription service in the UK, rivaling Netflix, with more than 15,000 movies and TV episodes.
Amazon introduced its streaming box April 2, dubbed Fire TV, a direct competitor to Apple TV and Roku.
The box, which will retail for $99, will feature Amazon Instant Video, Netflix, Hulu Plus and more, as well as voice controls and an optional gaming controller.
More coverage in this week’s Zimedium Podcast.