Netflix Inc. is in talks with Amazon.com Inc. to sell online DVD rental subscriptions to Amazon customers, reports the Hollywood Reporter. 

The two companies, who in the past were rivals, are now discussing potential Netflix advertising deals on Amazon packaging.

"Amazon has a desirable customer base that we would love to market to...it's an e-commerce consumer. It's a consumer who would be ideal for us. Some kind of arrangement there would be attractive," says Netflix Chief Product Officer Neil Hunt.

Currently Amazon has an online movie rental service, but it is only available in the United Kingdom.

With the popularity of DVD rental services such as Netflix, DVD retailers such as Wal-Mart are looking for ways to adapt. Earlier this week, Wal-Mart announced that it will test a video download service on its website next year.

Last month Target expressed concern that movie download services will get a better deal from studios than the retailer gets on DVDs.