Amazon makes a play for Netflix

Amazon.com Inc. makes its money as an online retailer. So why would it want a company that rents DVDs?

Officially, it doesn't -- or at least it isn't talking about it. But an Amazon purchase of DVD rental king Netflix Inc. has been the subject of on-again, off-again rumors on Wall Street, and that speculation Monday sent Netflix shares up 7%.

Although neither company would comment on the speculation, some analysts think it isn't that far-fetched.

Most experts believe the days of the DVD rental business are numbered, to be replaced by the online streaming of high-quality, full-length movies and television shows.

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