It is understood the striker will join for the remainder of the season with a view to a permanent move in the summer. The eventual fee could be around £3.5 million.
Villa fans will be wondering just why the club are letting another player leave when there was only one new addition in January. Although Moore is hardly a first team regular, he provides essential back up in the striker department.
The Claret and Blue do have the option to recall the England Under-21 man after 28 days and if anyone gets injured it is likely they will have to exercise that option.
The sale of Moore in the summer could be used to make up the money to sign Curtis Davies who will be going in the opposite direction. However, if Albion fail to reach the Premiership; any deal for Moore is likely to be called off.