Amazon is rebranding its film and TV rental business Lovefilm and folding it into its Prime subscription next week.

The service, named Prime Instant Video, offers customers DVD streaming, borrowing of up to 500,000 Kindle ebooks and unlimited free one-day delivery of products bought on Amazon.

Prime Instant Video debuts next week with the introductory price of £49 a year, which will rise to £79. Amazon customers who subscribe to Prime next-day delivery service, which includes free ebook borrowing, pay £49 a year at present. The launch is designed to help the DVD business overtake rival Netflix.

Amazon bought Lovefilm three years ago in a deal worth nearly £200m. The Lovefilm brand will be retained to be used for the DVD by post rental business.

“Consumers will be able to shop for what they want, read what they want and watch they want anywhere at any time,” Amazon-vice president of instant video for the UK and Germany Tim Leslie.