Music-streaming service Spotify is now allowing merchandise sales through its player, as it prepares itself for the arrival of a major new rival.
Dr Dre is set to launch his Beats Music service in the US on Tuesday.
Spotify's foray into merchandising is seen as the site's latest way to improve its relationship with artists and record labels.
The company said it would not be taking any percentage of the products sold through the platform.
Compared with services like Apple's iTunes, where music is bought, streaming sites offer revenues that are regarded by some as unreasonably minuscule.
Radiohead's Thom Yorke took his work off Spotify in July last year, declaring on Twitter that he was "standing up for our fellow musicians".
Tom Pakinkis, deputy editor of Music Week, said: "Spotify's main thrust recently is transparency.
"That's what the artists have been crying out for for quite a while now. The market as a whole is slowly but surely winning [over] the last few artists that are holding out from the service."
As part of that effort, Spotify has recently sought to include other ways for artists and labels to earn money.
In conjunction with London-based start-up Songkick, Spotify suggests local gigs and concerts based on the music a user has been listening to.
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