Amazon Loves LoveFilm

The web retailer has signed a multi-year deal with LoveFilm, the online video rental service.

It’s February, almost Valentine’s Day, so it’s perhaps apt that Amazon has fallen for LoveFilm. Thecompany is making a cash investment in the online video rental service, large enough to become its biggest shareholder, and in return LoveFilm will take over the DVD rental business currently run byAmazon in both the UK and Germany, Vnunet reports.   Simon Calver, CEO at LoveFilm, said,   "LoveFilm International will ensure that AmazonEurope’s customers get the best possible DVD rental service. We will be delighted to welcome all Amazon Europe customers to the LoveFilm service."   The deal will bring Lovefilm’scustomer base to a total of 900,000 in the UK, Germany, Denmark, Sweden and Norway, and Amazon will push the service on its British and German sites, although it’s still subject to regulatoryapproval.