Amazon UK introduces digital downloads for software and videogames

600 products already launched - with more to follow, promises Amazon

Amazon UK has joined its US parent in offering a digital download service for computer software and video games.

More than 600 software titles are available from today with more, says Amazon, becoming available as it ramps up the service.

"Customers buying software and video games who want their products quickly can now download these products straight to their computer with the click of a button," said Xavier Garambois, vice president of European consumer business at Amazon EU.

"Not only is this exciting for everyday purchases, but for major upcoming releases Amazon customers will be able to get their hands on products without waiting for them to arrive in the post."

The new stores feature a "digital library" for bookmarking each customer's purchased content - so that the games can be re-downloaded if the user buys a new PC - a pre-order facility and what Amazon calls "competitive pricing".

Amazon's announcement comes just days after the company raised the minimum price on its popular "Super Saver delivery" postage option to £10.

Since the April 2012 closure of the tax loophole that allowed Amazon to import goods VAT-free to the UK mainland from the Channel Islands, the company has been looking for ways to save itself money.

After reporting quarterly losses and promising more to come, a distribution strategy that cuts out physical delivery is no surprise.

Rival mail order company Play.com - which is now owned by Japanese firm Rakuten and exists only as a marketplace - admitted to Computing last year that it "cuts corners" and employs "spaghetti code" to keep within time and budget constraints on its IT projects.

Play.com used to be a major rival to Amazon in the UK, with its Channel Island base enabling it to compete aggressively on price and postage before Amazon followed suit.