Unless you're an entrant to the Running Man or a Guess What I Ate From The Smell In My Toilet event, competition is mostly a good thing, so I'm happy to see Amazon UK finally following America and taking digital PC gaming seriously. The seller of everything has now added digital downloads to the UK store. The usual suspects are on board, with EA, Square Enix, and Ubisoft games all popping up on sale today.
It looks like Amazon are offering both a download service and selling CD Keys to Origin and Uplay. You'll always have access to downloadable purchases from Amazon's digital wallet, which is the bare minimum of what you'd expect. Going a bit further, though. They also offer free-to-play titles, and though the offerings there are a bit slim at the moment, you can use Amazon to purchase in-game currency. They'll also be selling software.
In the grand scheme of things, does this mean much? Maybe a few cheaper games for everyone. Amazon have done well disrupting a the book market in recent times with the Kindle, but this is a more established area. At most I think it'll just mean another place to hit refresh when it's sale time. Amazon's Kindle sales have made a tiny dent in my book budget, and it would be nice to see them do the same with games.