Online retailer is taking on Apple's iTunes music service and the rest of the digital music industry by starting up its own online digital music store.

And as part of the deal, is partnering with record label EMI to offer millions of MP3-formatted songs for sale in an improved, premium format that does away with digital rights management (DRM) protection.

Last month, EMI announced its overall move to DRM-free tracks and an initial deal with Apple to sell the premium downloads alongside Apple's standard iTunes DRM-equipped tracks.

Consumers will be able to buy the songs from and play them freely on as many digital music devices as they want. Music buyers will be able to play the songs on their PCs, Apple Macs, Apple iPods, Microsoft Zune players, Creative Labs Zen players and many other devices.

In the announcement, Seattle-based said the digital music store will be launched later this year. The songs to be offered in the new store will come from more than 12,000 record labels, according to the online retailer.

No pricing was announced, and an spokesman was not immediately available for comment. Apple's iTunes online store sells the new EMI premium songs for $1.29 each, an increase of 30 cents per song over the normal iTunes price of 99 cents per song.

"Our MP3-only strategy means all the music that customers buy on Amazon is always DRM-free and plays on any device," said Jeff Bezos, founder and CEO of "We're excited to have EMI joining us in this effort and look forward to offering our customers MP3s from amazing artists like Coldplay, Norah Jones and Joss Stone."

Eric Nicoli, the CEO of EMI, said that the deal will be good for music buyers.

" is synonymous with a great consumer experience, and they have become an important retail partner of ours," Nicoli said. "I applaud Jeff Bezos and for making this move. Their arrival in the digital music market will offer even more consumer choice and will be a big advance in addressing the lack of interoperability, which has frustrated many music fans."