Netflix takes on Lovefilm on home turf with UK Kindle Fire app

Netflix has released a dedicated Kindle Fire app for the UK, taking the movie streaming fight to Lovefilm on its own Amazon-owned turf.
The Netflix app is now available in the Amazon App Store in the UK so you can now stream Netflix's films and TV shows on the Amazon Kindle Fire and Kindle Fire HD.
There is already an Android app for Netflix and this is really just a rebadged version for the Amazon tablets, but it's not difficult to see why the streaming service would want to directly target the Kindle devices.

App attack

Amazon owns both the Kindle line and Lovefilm, and has pre-loaded the Kindle tablets with the Lovefilm app.
As well as this, the company has made it easy for new Kindle Fire owners to link their Amazon and Lovefilm accounts for all their video streaming needs.
The Kindle Fire line-up has already proven hugely popular in the States, with Amazon claiming it as the best-selling product ever on Amazon.com; and with its killer combination of low price-tag, good reviews and Amazon's marketing might, it's set to do well everywhere else too with its defacto Lovefilm movie streaming on board.
The two companies have been battling it out for content rights since Netflix hit the UK in January 2012, but now the fight has moved to the platform stage where Amazon has a huge advantage.

Amazon Kindle Fire HD is a 'worldwide bestseller'

Retail giant blows its own trumpet over its tablet 

The Amazon Kindle Fire HD has been named the "#1 best-selling product across all of Amazon worldwide" by the online retail giant.
We saw Amazon launch the Kindle Fire HD back in September as it looked to tackle the Google Nexus 7 which took the budget tablet market by storm in the middle of this year.
Clearly wanting to take the fight to Google, and possibly firing a warning shot at Apple with its incoming iPad mini, Amazon has slapped a best-selling tag on its 7-inch Android tablet.

Sales figures mystery

Amazon hasn't been forthcoming with any sort of sales figures, or an explanation as to how the Kindle Fire HD has become a best-selling tablet – this could mean anything from its sold the most units of any product ever, or simply that it the most popular device at this time.
With all that in mind, we're taking Amazon's latest claim with a pinch of salt, as it's not clear how well the Kindle Fire HD is actually selling in comparison to other tablets on the market.

Amazon: 'Kindle Fire selling in millions'

Kindle Fire named 'most successful' Amazon product

The Kindle Fire is the most successful product in Amazon's history, the company has announced.

Vice president of Amazon Kindle Dave Limp revealed that the device is selling by the millions, holding its position as the retailer's most popular product for 11 straight weeks.

"Kindle Fire is the most successful product we've ever launched - it's the bestselling product across all of Amazon for 11 straight weeks, we've already sold millions of units, and we're building millions more to meet the high demand," he said.

"In fact, demand is accelerating - Kindle Fire sales increased week over week for each of the past three weeks. People are buying Kindle Fire because it's a simple, fully-integrated service that makes it easy to do the things they love - watch movies, read books and magazines, listen to music, download apps, play games and surf the web."

Amazon was previously tight-lipped on the e-reader's sales figures, though market research firm IHS iSuppli's estimates ranked it as the closest competitor to Apple's iPad.

The Kindle Fire was released in North America on September 28. A UK launch is yet to be officially announced.