It&#x27;s low enough that for a lot of people it doesn&#x27;t really matter. I&#x27;ve got Prime and I&#x27;ve got a FireTV. Sometimes I just want to watch &quot;something&quot; and I&#x27;ll pick from the &quot;free&quot; (included in my Prime subscription that I&#x27;d have anyway) selection. Sometimes I want to watch something a bit more specific, and it&#x27;ll be a ~10 second impulse choice whether or not I think the rental price is worth it.<p>EDIT: Just browsed through my watchlist on Instant Video, and most of the titles on it are available for rental at GBP 3.49 or 4.49, but quite a few are not available to rent at all, and have purchase prices ranging from around 5 to 15 pounds. I&#x27;m going to assume that Amazon knows what pricing works for them, at least in aggregate.