Online retail giant Amazon has agreed to buy rental-by-post movie and streaming company Lovefilm.
Market commentators have speculated that the deal values the acquired business at about £200m.
Amazon already owned a 40% stake in the company and is now buying the remaining shares, which were owned by venture capital firms Arts Alliance Media, Balderton Capital, DFJ Esprit and Index Ventures.
Lovefilm has a library of 70,000 titles including films and games, as well as a member base of approximately 1.4 million members across Europe. Last summer, the company announced a tie-in with MGM for the streaming of its movies online.
The deal is subject to regulatory clearances and it is expected to close by the first quarter of 2011.