Sainsbury's is to stop selling physical entertainment products online in favour of an entirely on-demand model.
The UK supermarket announced it is to halt sales of physical products across its Sainsbury's Entertainment website from March 2014.
As a result, Sainsbury's will cease online sales of physical products including video games and consoles, in addition to CDs, DVDs, Blu-rays and books.
"We see that the online opportunity lies in digital products, with physical music, books, games and films sold in our stores," said a company spokesperson.
"This move is in line with wider industry trends towards on demand entertainment, and part of our focus on the fast-growing download and streaming market.
The supermarket says it will continue to fulfil pre-orders for products due to launch before March 15th, but no further orders will be accepted from the end of February.