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Amazon.com has launched its own Xbox Live Store in beta that allows gamers to purchase games, subscription cards and Microsoft Points cards.
Previously games were only available directly from the Xbox 360 console or xbox.com, making Amazon the first retailer to offer consumers access to codes for downloading Xbox Live Arcade games.
"With the overwhelming success of our existing Xbox Live Marketplace, it is clear that the 17 million active and engaged members of the Xbox Live community enjoy digital access to entertainment content," said Christina DeRosa, general manager, Xbox LIVE Business.
"Now we're happy to be extending our storefront to Amazon.com, a retailer who is helping make digital distribution more mainstream."
The Amazon Xbox Live Store works on a code-redemption system where customers who purchase a game will be able to view their code as well as email the code to tohers as a gift.

Amazon says the digital delivery reduces waiting time for a gamer and cuts down on the waste of shipping packaged games and points cards.
"PC gamers have enjoyed the convenience of digital downloads on Amazon.com for some time. Now Amazon.com and Microsoft are bringing that same level of convenience to platform gamers by expanding the reach of the Xbox Live digital platform to millions of Amazon customers," said Greg Hart, vice president of Video Games and Software for Amazon.com.