Amazon is to launch an Amazon Cloud Player app for the iPhone and iPod Touch, which will allow US customers to stream or download content purchased on Amazon to their mobile devices.

Amazon will compete directly with Apple’s iTunes for downloads of music and videos. Previously Amazon’s Cloud Player was only available for desktop PCs, Android phones and BlackBerry and Palm devices.

Amazon vice-president of digital music Steve Boom said: “Customers tell us that they want access to all of their music, wherever they are and on all of the devices they use.”