While we knew that the Amazon-owned Netflix rival LoveFilm was to offer its users the option to switch their login details over to use their Amazon credentials, it seems this will now become compulsory.
“We’re asking you to change how you log in to LoveFilm,” the UK-based company says in a blog post today. “First of all, please don’t panic, it’s a quick update: switching from your existing LoveFilm details to using Amazon account details instead.”
Amazon acquired LoveFilm back in 2011, and as the Internet giant continues to exert its own branding on the UK-headquartered movie and TV-streaming/DVD delivery service, it’s perhaps not all that surprising that this is finally being enforced.
Indeed, LoveFilm added the option for users to sign in with their Amazon account details last October, but in an email sent out in March, the company revealed that it would soon be adding the option for users to switch their login details over entirely. It wasn’t clear at that point whether this would be made compulsory or not.
“LoveFilm is now an Amazon company, so we’re streamlining our systems,” the statement continues. “You’ll need to switch details to continue using LoveFilm. It means you’ll have one less password to remember, of course, and one less set of account details to manage.”
So, at the point of switching, you’ll need to enter both your Amazon details and your LoveFilm log-in credentials. And if you don’t have an Amazon account, you will need to set one up.
It’s worth noting here that this is just in relation to your log-in details – all watchlists, viewing history and so on will remain associated with your account.
LoveFilm has been operating since 2002 – originally as a DVD mailout service similar to Netflix. While it’s now moving more towards the streaming ‘on-demand’ realm, DVDs and Blu-Rays still play a significant part in its service.
While LoveFilm is largely a UK-centric company, it has started operating in other European countries, serving Germany, Denmark, Sweden, and Norway.
