Impact: We view Amazon’s AutoRip program as one of the most consumer-friendly initiatives we have ever seen via online commerce. Furthermore, this is an incredibly smart idea. Consumers may be warming up to digital sales, yet all indications are that a huge number of them really appreciate the security of possessing a physical copy of their entertainment media. Last August Wired made a great argument about why Amazon should do a program such as AutoRip. For music enthusiasts the quality of CDs far outweighs that of MP3 when played on high-end equipment. The beauty of AutoRip is that it provides convenience to listen to music both on the go and on expensive stereo systems. AutoRip gives consumers security and the freedom to use their music purchases any way they see fit at no extra cost. Brilliant. Secondarily, programs like this could be a boon to physical retail – encouraging people to buy local and get the benefit of digital access. Amazon obviously has no physical storefronts, yet the model could easily be embraced by game retailers such as GameStop that have both long-standing customers and digital distribution resources of their own. Accountants will decry the loss of separate revenue streams, but the prize is increased market share as consumers weigh the obvious value equation. Amazon likely is eyeing a boost to its 16% digital music share (according to NPD), and we see no reason why the retailer would not extend this model to its games and book businesses. Other entertainment media retailers should take note and adapt quickly.