YouTube is integrating functionality for Amazon.com and Apple's iTunes Store into YouTube partner video pages, allowing users to purchase related content from record companies like EMI, or various software packages, books, and other media. The move comes in response to many users' requests of where to find a particular song, or when a game would be released. YouTube says the feature is designed to provide users with a non-obtrusive way to obtain legitimate copies of content.

YouTube will also allow partners to flag user-generated content for inclusion into the purchasing option, allowing the otherwise-copy written content to stay posted on the site.

Initially, the program will run only for users in the US, but will soon open it to international partners.