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LoveFilm Letting Some Users Sign In with Amazon Profiles

Amazon-owned LoveFilm is now letting users sign in with their Amazon profiles. Founded in 2002, the video-on-demand service started working with etail giant Amazon in 2008, when it bought Amazon's DVD rental business in the UK and Germany. Amazon acquired a major stake in the company, and eventually took full control of the company in an early-2011 acquisition deal.

With the company now fully Amazon-owned, it stands to reason that LoveFilm users should be able to sign in with their Amazon account. LoveFilm today announced that users signing in via the web, PS3, Xbox, or iPad should now notice an option to sign in with an Amazon account. However, the company stresses that this option should only be used if you have used the video app on a Kindle Fire or Kindle HD (neither of which are available in the UK just yet).

If you don't have a Kindle Fire and are eager to start using your Amazon log-in with LoveFilm, you'll have to be patient. LoveFilm says you'll be able to soon, but not just yet. When you can, it'll show on the sign-in screen.

And if you were wondering why LoveFilm has announced this despite the fact that the Kindle Fire line isn't yet on sale in the UK, the company says it's because anyone who bought a Kindle Fire in the U.S. and brought it to the UK will start to see the LoveFilm service within the video application from next week.

Amazon's Kindle Fire and Kindle HD will arrive in the UK later this month.

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