I imagine many of you will have been tempted to start a free LoveFilm trial. For whatever reason, when the trial comes to an end you may decide not to start paying for membership. At that point, you would think all you need to do is log in to your account and click a big “Cancel” button. Sadly, with LoveFilm that is not the case. According to their Help Centre article, LoveFilm expect you to make a phone call of around 4 minutes to their call centre to “provide feedback” and cancel your account. The word in the forums is that this involves persuading their customer retention representative that you really really really do want to cancel, and that you’re really really not interested in any special offers or cheaper packages.
In my opinion, any service which you sign up for online and use exclusively online (e.g. LoveFilm Instant) should be possible to cancel online too, especially when there’s no contract and the provider makes a point of saying you can cancel at any time. Any company which forces you to jump through hoops to escape after a trial period, no matter how easy it may be, is effectively trying to retain customers by making it awkward to leave. It would be better if they invested that time and effort in improving the quality of their service, and then had the confidence to let customers decide to stay of their own accord.
How To Cancel Online
Now I really don’t like speaking to call centres if I can avoid it, so I did some research and discovered that in fact it is still possible to cancel your LoveFilm account online, but only if you do this when their call centre is closed (I believe this is between midnight and 8am). If you visit your My Account page and click the Cancel link, you can answer a few questions and cancel without speaking to anyone. This solution worked for me yesterday (August 6th 2012). Fantastic!
Update: 1st September 2013
Some LoveFilm users have recently found that the online cancellation link works for them during normal office hours, and that the standard feedback questions were optional and could be skipped during the cancellation process. I therefore recommend you first try to cancel at a convenient moment during the day before staying up late and trying after midnight, and that you don’t answer any optional feedback questions (unless you really want to)!
Update 2: 15th September 2013
One user has just found a slightly different cancellation link that seems to work at any time of day for them. This is exactly the same as the original cancellation link but without the trailing ‘.html’ extension. I suspect these links both go to the same place and that this just means LoveFilm has lifted the time restriction on its standard cancellation mechanism (as suggested by my previous update above). Please let me know what your experience is so that I can try to keep this page updated…
Update 3: 28th February 2014
I received a message this evening from someone who just successfully managed to cancel their LoveFilm subscription through the main Amazon website. He apparently managed to do this by going to Your Account and then Manage Prime Membership, where you are presented with options to change or cancel your membership. Apparently he was offered the choice of cancelling immediately or just preventing the next automatic renewal of his membership. This is definitely worth trying if you have previously linked your Amazon and LoveFilm accounts together. Let me know if this works for you.
On a related note, if you’re currently a member of LoveFilm and you only use their “Instant” internet streaming service (and don’t ever borrow physical discs), you might be able to save some money by cancelling your account and moving over to a new Amazon Prime membership which now includes unlimited video streaming. Please read this Expert Reviews article for further details and advice.
Update 4: 10th March 2014
There still seems to be lots of confusion surrounding the recent changes to LoveFilm following the launch of Amazon’s Prime Instant Video service in the UK, which is now included in Prime membership (with a corresponding price increase from £49/year to £79/year).
These are the two most useful help articles that should explain how these changes will affect you:
Update 5: 23rd March 2014
One user has just reported that he managed to cancel his LoveFilm subscription within a few minutes using “Mayday” video support on an Amazon Kindle device, so this might be worth trying if you have access to a Mayday-compatible Kindle.
Another reader wanted to make others aware that when he signed up for a 30 day free LoveFilm trial he was also implicitly signed up for Amazon Prime membership, which wasn’t clear to him at the time. When he recently tried to cancel he was given the option to discontinue his account when its monthly renewal was scheduled to take place, rather than with immediate effect, which worked well for him. It is very important to appreciate the connection between your LoveFilm subscription and Amazon Prime membership if you signed up for a trial before the recent rebranding of LoveFilm to Amazon Prime Instant Video.
Update 6: 7th May 2014
Another reader just got in touch to pass on how he just managed to cancel his “LoveFilm By Post” subscription. Here are his steps:
- Log into Your Account on Amazon.
- In the third box down, “Settings”, the bottom entry in the “Account Settings” section is “LOVEFiLM By Post Membership”.
- Go to this page and in the left-hand column is your current plan with a cancel option.
Hope this helps!
Try Netflix Instead
Once you’ve cancelled your LoveFilm trial, consider trying an alternative provider such as Netflix, which allows you to cancel your account easily at any time through their website. Clearly they have more confidence in their service, given the ease of cancellation and the slightly higher price compared to LoveFilm. I have now moved over to them for the following reasons:
- They have an Android App which actually works on my Google Nexus 7 (as it doesn’t rely on Flash support).
- Their algorithm which recommends films based on your tastes and preferences actually works very well, and does suggest some interesting options.
- They offer a wider choice of American TV series.
- They are a supporter of Open Source software.
I hope this blog post makes it easier for you to cancel your LoveFilm trial (or full membership), and maybe persuades you to give Netflix a try.