The world's largest e-tailer already owns a 42 percent stake of the rental company.
In 2008, Amazon merged its European rental operation with Lovefilm's, while at the same time buying the stake of one of the company's venture capitalists.
Earlier this year, Lovefilm announced it was ramping up its digital movie services, making deals with Sony and Samsung for on-demand streaming.
Every few months, Amazon is rumored to be purchasing Neflix, the largest rental company in the United States.
Written by: Andre Yoskowitz @ 20 Sep 2010 21:45