Amazon has launched a new feature available only in the US to deliver films and TV shows direct to people's PCs.

Titled Amazon Unbox, the new feature allows users to download films and TV programmes from large US studios.

Warner Brothers and CBS have already signed up to offer their products, in a move that could revolutionise the way people buy media.

Martin Pyykkonen, from Global Crown Capital, told the BBC: "This is a much better business than anything they've done before."

Apple is rumoured to be preparing a similar feature for iTunes, which could put even more pressure on traditional media shops to cut process and attract people into high street stores.

The program requires Windows XP and a broadband connection to be able to stream the large files.

Users can even watch the movie while it's downloading, therefore allowing people to buy and watch movies on demand.

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