Guesses, rumors and denials have been all the rage when it comes to the question of whether or not Amazon.com will get into the DVD rental business. First we had the CEO of Netflix saying he was certain the online giant wouldn't throw their hat in the ring. Then, just last month, Amazon bought CustomFlix, an independent DVD producer, a move I thought would be perfect for online rentals since they would have their own exclusive content. They've also recently begun renting DVDs in the United Kingdom and Germany.
Well, now speculation has ramped back up on news of job postings that seem specifically geared toward the rental business model. There's also the theory espoused by one analyst that Amazon could partner with Blockbuster for online rentals in the same way Wal-Mart recently signed up with Netflix. While an Amazon spokesperson issued a non-denial denial I think everyone agrees it's just a matter of time before this happens.