Some of the world’s biggest record labels including Universal and SonyBMG have begun selling music through a new download service, challenging Apple.

Customers can buy tunes through Gbox at the same price charged by market leader iTunes–99 cents (50 pence) a track.

Music fans can download tracks direct from Gbox or from the online retailer Amazon. However, only US customers can currently make use of the service. Gbox will also benefit from a special advertising deal with Google.