Jani Baker, director of product public relations at Amazon, said DVD rentals are a business that Amazon is well-positioned to take on for a number of reasons, including the large number of users who visit Amazon to search for movies and read reviews through the Web site and the Internet Movie Database, which Amazon owns, as well as targeted recommendations that it uses across products lines.
"DVD rentals is a business that Amazon is well-positioned to do," she said. "We can afford to offer low prices in a sustainable way because our customer acquisition costs can be low to none."
Baker emphasized that Amazon is not announcing anything with regard to the U.S. market. "However, our customers have been asking us for the service and we believe we're well-positioned to offer a great customer experience," she said, adding: "Stay tuned."
Amazon's business has changed dramatically over time, and earlier this fall the site said sales of electronics had outpaced book sales for the first time since the company was founded.