Amazon working on ITunes Radio rival

Will be part of its Prime service alongside recently merged LoveFilm offering

Amazon is reportedly working on a rival to Apple’s iTunes Radio.

The online streaming radio service will reportedly be available to Amazon Prime customers.

It is said to be similar to Apple’s iTunes Radio that was launched last year. It would play music based on the user’s preferences, rather than a all-you-can-consume service like Spotify.

The move was reported by the Wall Street Journal.

According to the paper, Amazon will limit the number of times a song can be listened to. The company would then prompt the user to buy the song or album if they try to listen to it more than a couple of times.

Amazon is said to be in talks with Universal, Sony and Warner Music to access their music collections. It is unknown if the company has managed to sign any deals with the record labels.

This isn’t the first time rumours of an Amazon streaming radio service have emerged. Last year, it was reported that Amazon had begun informal discussions with a number of publishers about launching such as a service.

Amazon recently unveiled a major overhaul of its Prime service. It folded its LoveFilm brand into Prime and changed its payment scheme from monthly to yearly subscriptions.

Amazon hasn’t commented on the rumours.