Amazon.com Inc. this week announced two deals that increase the TV and movie content available to online shoppers through the e-retailer.

Amazon, No. 1 in the Internet Retailer Top 500 Guide, launched the Amazon Instant Video app for Xbox Live Gold subscribers. That means consumers with the Microsoft Corp. gaming console who sign up for the Xbox online service can download the app for free to watch movies and TV episodes via the console. Consumers who are members of Amazon Prime—the e-retailer’s $79 annual membership program that gets members two-day shipping on all orders—also can use the app to watch for free some 17,000 titles. In all, Amazon says it sells more than 120,000 movies and TV episodes.

“Amazon Instant Video on the Xbox 360 console is among one of the most requested video features from our customers, so we are excited to offer yet another way for customers to enjoy Amazon Instant Video,” says Anthony Bay, Amazon’s vice president for video.

The Xbox app enables consumers not only to use the console’s controls to stream videos, but create what Amazon calls a “watchlist” that helps those consumers keep track of content they want to watch. The app also helps consumers to switch from one device to another for streamed content—for instance, by starting a movie on a Kindle Fire tablet, then picking up where the movie left off via the Xbox.

Amazon also announced today that its United Kingdom-based streaming film service, LoveFilm International Ltd., has signed a multi-year deal with NBC Universal Television Distribution to provide content to LoveFilm subscribers. Amazon did not say how many titles the deal involves.

LoveFilm, which was acquired by Amazon in February 2011, says it has some 2 million members in the United Kingdom, Germany, Sweden, Denmark and Norway. LoveFilm’s subscription service starts at 4.99 pounds ($7.75) per month and includes physical DVD rentals via postal mail.