Digital media management software firm DoubleTwist is aiming to take on iTunes through a partnership with Amazon.com's MP3 download store.

According to the Wall Street Journal, the deal allows users to buy and download music from Amazon when using the DoubleTwist program by embedding the Amazon online store into the DoubleTwist music management program.

While an important addition for Amazon.com -- which to-date served only as an online digital retailer with no corresponding music management software akin to iTunes -- the DoubleTwist technology is hardly a mainstream product. Amazon will need to heavily promote the partnership to its customers in order to drive users to the DoubleTwist product.

DoubleTwist was founded by Jon Lech Johansen, known as "DVD Jon" for his efforts to break the encryption on DVDs so users can make copies of them on their won.