Pre-existing Prime subscribers can log in to the service on their Virgin TV V6 box, and access its content in what Virgin promises is a “seamlessly integrated” experience.
The deal is the first time in the UK that Amazon Prime Video will be accessible through a set-top box, and comes ahead of the launch of English Premier League matches on Prime.
David Bouchier, chief digital entertainment officer at Virgin Media, said: “Giving our customers the telly they love in one place is at the heart of what we do. This is why, from today, Prime members or those subscribing directly to Prime Video with a V6 box will have seamless access to a huge array of blockbuster entertainment – from Amazon Originals like Good Omens and The Grand Tour to thousands of TV series and movies.
“Virgin TV brings the best programming together so our customers can enjoy top-class entertainment and sport when and how they want. Alongside our leading ultrafast broadband, it’s the best way to watch the best TV.”
Virgin’s primary competition, Sky, signed a similar deal in late 2018 to integrate Netflix into its flagship Sky Q platform.