YouTube is now embedding 'click-to-buy' links in videos to make it easier for people watching YouTube content to buy products that interest them.

Google's video-sharing site is starting out by embedding links to iTunes Store music and Amazon.com products referenced by YouTube videos.

"This is just the beginning of building a broad, viable eCommerce platform for users and partners on YouTube," reads the YouTube blog entry announcing the move. YouTube hopes to eventually offer relevant product links to targeted audiences with music, film, print and TV.

The click-to-buy links are retail links placed on the 'watch page' beneath the video, with other community features. YouTube hopes its partners will use their content identification and management system to enable links.

The retail links are being added gradually to YouTube's library of music videos, and is currently only available to users in the US. YouTube plans to expand the programme to other content and product partners and make it available to international users as well.