Amazon is to rebrand its film and TV streaming service LoveFilm.
The company is to integrate the offering as part of its website in a move that is widely seen as an attempt to heat up competition with Netflix.
LoveFilm will be incorporated into Amazon's Prime service, which already provides customers with free delivery and the ability to borrow books from its Kindle store.
Tim Leslie, vice president of Amazon Instant Video for the UK and Germany, commented: "Consumers will be able to shop for what they want, read what they want and watch what they want anywhere at any time."
Amazon purchased LoveFilm in 2008 in a deal worth close to £200 million, however it has faced increased competition from US organisation Netflix in recent years.
In August last year, the IMRG Hitwise Hot Shops List revealed the latter was the 11th most visited retail website in the UK.
A fast and reliable internet connection is required to stream video content online, Avonline can provide this.