HELSINKI, FINLAND:  Amazon.com Inc has established a clear lead in user preference for digital media download sites in Britain, despite a relatively late entry into the market, a survey published by Strategy Analytics said.

Amazon was the most preferred brand across music, video and games downloads preferences, ahead of Apple's iTunes, Microsoft's MSN and eBay.

Martin Olausson, head of Digital Media Research at the research firm said Amazon was still some distance behind Apple's iTunes in actual market share, but it was in good position to gain share.

"Our survey results suggest that Amazon's dominance and brand strength in traditional online retailing put it in a strong position to lead the UK's fast-growing premium digital media sector in the years ahead," he said.

The survey polled 515 broadband users.