biodroid, I'd recommend that you start out with a copy from a used book store. In my estimation the action is very good, but somewhat scarce. Most of the best action sequences take place around the character Tyrion... and he's not really an @$$ kicker, okay he's a dwarf. But he is put on trial twice and both times he demands trial by combat... and both times he convinces real warriors to stand for him. These combats are extremely well done. Tyrion is also in the thick of the two biggest battles described in the books so far... and he fights, maybe not so well, but he fights nontheless. There are a number of battles that take place away from the narrative but are mentioned by characters. If you're looking for Conanesque hack'n slash or Tolkien's description of the Battle of the Pelennor Fields, then I think Martin will disappoint you. But if loving or despising a character will greatly heighten the tension of the action for you, then Martin is your man. There are few characters that any readers are ambivalent about.
I read Eddings in my teens and Feist in my twenties. They don't write the hack'n slash of Howard or Burroughs, but there is constantly stuff going on. Even though there is action, I never got the feeling that Garion, Pug, nor any of their companions were ever in real danger. Even when Durnik, the farmer, finally dies, he's brought back to life... as a magician! That's real fantasy... it's completely unbelievable.
The lure of ASOIAF for me stems from two things. First, it's a story of grand political scheming. You get to see nobles and pretenders to the throne plotting their strategies... the battles are secondary to the scheming and back stabbing of rivals. My favorite chapters tend to be mainly dialogue...
Second, the story is unpredictable. At least half a dozen main characters (heroes or villains that would obviously last until the end of any other fantasy writer's story) have died, have been executed, or have been murdered in the first three books... and only one was brought back to life... as an undead, psychopathic b!@tch. This story does not follow the basic simple formula of most other fantasy. The story is an emotional roller coaster. I find it to be very realistic and believable fantasy.
I'd also like to add that the world of ASOIAF is very violent. It's a nasty place. That being said, it may seem strange to say but I've never felt that the author was gratuitous in the use of murder, rape, child abuse, torture, or executions. Martin uses violence in the proper context and thus it never feels like he's glorifying or condoning brutality. It's always chilling.