It seems Amazon.com might be giving iTunes some healthy competition.

According to Home Media Retailing, The New York Times and Reuters are reporting that the enormous e-commerce site is currently "in 'advanced negotiations' with Paramount Pictures, Universal Studios and Warner Bros. about offering movie rental downloads in the near future possibly through the Internet Movie Database (IMDB.com)."

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Amazon.com bought IMDB back in 1998.

"There is definitely a transition taking place as we look at packaged media today," said KevinTsujihara, Warner Bros. Home Entertainment Group president. "Being holder of arguably the largest content library in town, I have a vested interest in finding new ways to sell it."