Amazon US yesterday launched a beta version of its much anticipated digital music offering, which will be called Amazon MP3 and which is offering over 2 million DRM-free songs for download.
Early indications suggest that the Amazon guys might have just got everything right with their late in the day arrival into the download space. Their service is almost entirely browser based, meaning it can be accessed through a user's web browser without the need to install any proprietary software. And because the download service works through the web browser it is fully integrated with the rest of Amazon's etail operations, meaning users can buy MP3s, CDs and other goods all in the same purchase.
Amazon do, however, offer free software which automatically saves tracks bought via their service into either iTunes or Windows Media Player, helping less PC-savvy customers store their music in the right place so to play on the music player of their choice (and ensuring tracks are syncable to a customer's portable device).
As much previously reported, Amazon have been much touted as the one company who can take on Apple's iTunes in the digital music market, partly because of their existing sizable customer base online, and partly because, by waiting until now to launch, they can offer content in the popular iPod compatible MP3 format from two of the four major record companies - EMI and Universal both having now dropped DRM from their catalogues.
Some reckon Universal agreed to drop their DRM demands specifically to give Amazon a headstart over iTunes, with Universal bosses known to consider Apple as far too dominant and demanding a player in the download market. To that end they have, of course, prevented Apple from having access to their DRM free catalogue, in the short term at least.
Amazon should win support in the major record companies not just because they have the potential to end Apple's overall dominance in the download space, but also because they are offering labels variable pricing and the option to only sell full albums, both things that some labels and artists have been demanding but which Apple have so far resisted.
It is not known how long Amazon intend to operate the beta service before a full launch.