Asda is taking on the likes of Amazon and Play.com with the launch of a new entertainment store on its Asda Direct website.

The retailer has made its entire entertainment range available via the new store, which replaces a standalone entertainment website that carried a more limited range.

“Customers can now purchase CDs, DVDs, Blu-rays, games, consoles and accessories in the same basket as their other Asda Direct shopping,” said a spokeswoman. “It means there will be one customer account, one basket.”

The new online store ­includes trailers and screen shots and will allow gamers to trade-in unwanted goods through Asda’s Tech Trade-In service.

Last week, Asda appointed its first dedicated digital marketing agency, LBI, to work across the Asda.com, Asda Direct and Asda Financial Services brands.

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