EW YORK (Reuters) - Amazon.com Inc on Tuesday launched an early version of its highly anticipated digital music download store, which is seen as a potential rival to Apple Inc’s dominant iTunes service.

The “Amazon MP3″ store allows users to buy music without copy protection technology, so the songs can play on a variety of devices, including Apple’s market-leading iPod.

The retailer believes selling music without protection will attract consumers who have been reluctant to buy songs that are digitally formatted to restrict where they can be played or transmitted. That is the case with iTunes, where most song downloads for 99 cents apiece are usually only compatible with an Apple iPod player.

Amazon has priced most of its songs from 89 cents to 99 cents each, with more than half of the 2 million songs priced at 89 cents, the online retailer said in a statement.

“We’re not trying to replace anyone’s media player. We’re just making ourselves compatible with what they have today,” said Bill Carr, vice president for digital music at Amazon.com, in an interview.

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