Tesco gears up for online fight with Amazon The three Blinkbox retail sites will sit separately from Tescos" main online store and will only carry subtle Tesco branding. However, the supermarket will advertise the sites heavily in store and use them to ensure that customers in search of specialist online sites for books, music, films and TV box sets continue buying from the Tesco empire instead of falling into the habit of shopping for entertainment products elsewhere. It will target the millions of customers who still haven't started shopping online in a big way. In doing so, Tesco hopes to stop the steady march of customers going to Amazon for just one sort of item only to turn to the mammoth online retailer for a large range of household goods. That drift has already become ingrained in shopping habits in the US, where many customers regularly buy ordinary items such as nappies or cleaning products from Amazon, as well as luxury items like books and electrical goods. Although Amazon far outranks Tesco in online sales, the supermarket's chief executive Phil Carke has said he wants Tesco to become the world's biggest "multi-channel retailer" - the name given to stores that combine online retail websites with bricks-and-mortar shops. Michael Cornish, chef executive and founder of Blinkbox, said: "Tesco is already the third largest retailer in the world, and we will have launched three new digital entertainment businesses by the end of the year, headed by some of Britain's brightest digital minds. This is the beginning of a big journey. He added: "I don't think you compete head on against Amazon. I think you compete around Amazon and leverage the strengths you have... Amazon doesn't have 2,000 stores. Amazon doesn't deliver to within the hour. There's a lot which Tesco has which customers value. News of Tesco's online expansion plans come as the supermarket prepares to launch a Clubcard TV channel, underpinned by Blinkbox's technology. The new television station will be available to members of Tesco's ClubCard loyalty scheme, free of charge, and will offer a mix of archive films and television shows. Initially it will only be available over the internet, but Tesco is in discussions with satellite and cable broadcasters about turning it into a mainstream television channel. The supermarket will use detailed information about viewers, collected through its ClubCard scheme, to serve up carefully tailored adverts to users on an almost household by household basis. "They'll be the most targeted TV adverts in the world," said Mr Cornish.