The backers of the multi-level marketing company Amway have launched an online venture called Fanista (www.fanista.com), which is taking Amway's marketing referral philosophy online.

The beta Web site was launched this week, selling DVDs and CDs. In the coming weeks, the site will add videogames, music downloads and eventually books, Fanista's organizers say.

Here's how it works: Users can register to become members on the site for free. If you list a fellow site member as a referral, that member will receive a 10% commission on every purchase made. Thus, the incentive to spread the news.