amazon-mp3-iosAmazon can’t launch a native iOS app for its Amazon MP3 music downloads store, so it’s taking an alternative route onto iOS devices: the mobile web.

The company has launched an HTML5 music store targeted at iOS devices, enabling people to buy downloads from their iPhone or iPod touch browser, then store them on the device using Amazon’s Cloud Player app.

“Since the launch of the Amazon Cloud Player app for iPhone and iPod touch, a top request from customers has been the ability to buy music from Amazon right from their devices,” says Amazon’s music VP Steve Boom in a statement. “For the first time ever, iOS users have a way do that.”

The method is the same one used by Amazon to sell Kindle e-books to iOS users. After Apple barred it from including its Kindle store – or even links to it – within its Kindle iOS app, Amazon simply made a mobile-web version.

The music strategy also matches that of 7digital, which has its own HTML5 music downloads store for iOS, which works with a native app to then store those purchases locally on the device.