Amazon.co.uk has opened a digital download service for PC and Mac games.
The new Game Download Store includes blockbuster titles such as Far Cry 3, Tomb Raider and Mass Effect 3, alongside smaller digital-only releases such as The Cave and Trials Evolution.
The range of content also includes a number of DLC offerings, such as Battlefield 3's various map expansions.
Free-to-play games are available too, with the ability to pay real-world money for in-game items. Already have Stronghold Kindoms? Why not pay Ł102.99 for a pack of 3150 Crowns?
Non-game PC software is also stocked, including Microsoft Office, Photoshop, and language learning toolset Rosetta Stone.
Amazon mentions the service will have "competitive prices", suggesting it will at least try to match Steam or Origin. Download prices seem cheaper than standard boxed PC versions - Far Cry 3 for PC is Ł14.99, or Ł9.99 to download.
Your purchases are stored for redownload in your Amazon digital library, and you can pre-order upcoming releases for download as soon as the game is released.
"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," Amazon exec Xavier Garambois said. "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."