Amazon launches the first third-party Xbox Live store

While downloadable content has become the norm in home video gaming, a gamer who wants to purchase new games or add-in content via download has very limited options. Generally, it has been limited to the console's built-in app store, or direct from the console manufacturer. With the PlayStation 3, it's the PSN Shop, Wii it's the Wii Shop Channel, and with the 360, was the Xbox Live Marketplace or on Xbox.com.

Today, Amazon announced that it has opened the beta of the Amazon Xbox Live Store, where users can download Xbox Live Arcade games, or buy subscription cards and Microsoft Points. Transactions, however, are cash only and Microsoft Points do not yet look to be accepted.

Amazon Digital Services does not actually facilitate downloading. Instead, the user purchases Online Game Codes from Amazon. When transactions are completed, the Online Game Code is then redeemed either on the Xbox 360 console or on Xbox.com. This adds granularity to Xbox Live gift giving, as customers can now buy specific games and content without needing to set up an account with Microsoft.