Amazon has recently beaten Netflix to one or two key content deals in the US but has so far failed to make much impact on subscriptions. At the same time rebranding of LoveFilm to Amazon Prime Instant Video has gone down badly in the two countries it was available, the UK, where Netflix is already available, and also Germany, where Netflix is planning to launch later this year. The battle between the two has become most intense in the US where the rewards are greatest, focusing on both original content and exclusive rights to TV shows from the major Networks. Netflix has been scoring on original content, gaining subscribers on the back of House of Cards and Orange is the…