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In what looks to be a deal more beneficial to Amazon than any other participants, the monster online retailer is selling its European DVD rental business to LOVEFiLM International, Europe's version of Netflix. This goes for Amazon Europe's DVD rental business in the U.K. and Germany, two regions where LOVEFiLM is rather prominent.
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To make things more exciting, Amazon is in turn making a cash investment in LOVEFiLM in order to become the largest shareholder in LOVEFiLM International. Though the financial details of these transactions were not disclosed, the deal will give LOVEFiLM access to nearly 1 million users across the U.K., Germany and also Scandinavia.