With all of the money that Netflix has proven can be made here, it seems that Amazon is interested in getting into the DVD rental market. Then again, Amazon has really not been setting new trends lately. Instead, they just seem follow whatever works.

While the rumored partnering of Netflix and TiVo likely points to the future business model for renting video, the present is dominated by brick, mortar, and mail order. Netflix and Blockbuster have been been battling for the latter in an expensive price and advertising war for the hearts, minds, and wallets of subscribers. Enter Amazon.com, which is supposedly in the early stages of discussion with both parties over partnering in delivering DVDs by mail. Amazon.com was earlier rumored to be considering starting their own rental business, and has in fact done so in the UK. However, the US would be both a far larger and much more competitive market, with all the ensuing costs such a startup would require. It makes sense then for Amazon.com to consider a profit sharing deal with one of the already established players, but which one? [Read the rest]