Sainsbury's has announced plans to launch a digital download service offering music and movies as a rival to Apple's iTunes.
The supermarket giant is currently expanding its online entertainment offering, including the launch of a new section of its website last week.
The mini-site currently enables consumers to purchase or pre-order more than 150,000 books, DVDs, Blu-rays, CDs and video games - going head-to-head with Amazon, Play and other online retailers.
Before Christmas, Sainsbury's will start offering downloads of new music tracks and albums, as well as back catalogue titles from major artists and record labels.
The music downloads will be available at "competitive prices" and be compatible with all music libraries and MP3 players.
The entertainment site will also soon start offering a "full selection" of films for purchase or download, including new releases and classic titles. A range of ebooks will be introduced to the service from early next year.
Richard Crampton, Sainsbury's head of entertainment, said: "Online enables us to offer much more than we can in store.
"The new site will join seamlessly with our existing non-food online offer so customers can browse and discover their favourite music, films, books and games easily."
Pricing and more details on the available music and films is expected to follow shortly.
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