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The links will point to relevant content on either the iTunes Store or Amazon, whether that be music, video, games or books. Initially the links will only point to

“When you view a YouTube video with a great soundtrack, you often see comments from YouTube users asking about the name of the song and where they can download it. Or when users watch the trailer for an upcoming video game, they want to know when it will be released and where they can buy it,” the YouTube blog notes.

“Today,

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we’re taking our first steps to providing YouTube users with this kind of instant gratification, by adding ‘click-to-buy’ links to the watch pages of thousands of YouTube partner videos.”

The blog says that the links are the first step in YouTube’s efforts to build an ecommerce platform, in particular generating additional revenue for companies that place their content on the website.

The programme kicks off alongside content from EMI, though links will only work in the US, with UK support promised for the future.

“Our goal is to slowly but surely expand the program to additional content and product partners, as well as our international users,” the blog says.

The other goal will be to increase revenue for YouTube’s owner, Google, which will take a cut from each purchase made as a result of clicking a link. Google chief executive Eric Schmidt said earlier this year that making money from YouTube is his “top priority”.