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.
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.
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Former UK News Editor for TechRadar, it was a perpetual challenge among the TechRadar staff to send Kate (Twitter, Google+) a link to something interesting on the internet that she hasn't already seen. As TechRadar's News Editor (UK), she was constantly on the hunt for top news and intriguing stories to feed your gadget lust. Kate now enjoys life as a renowned music critic – her words can be found in the i Paper, Guardian, GQ, Metro, Evening Standard and Time Out, and she's also the author of 'Amy Winehouse', a biography of the soul star.