Amazon is the latest company to come out and state its allegiance to Blu-ray in the light of Toshiba's discontinuation of the HD DVD format.

In a press release, the online retailer says: "In an effort to help demystify high-definition entertainment for consumers, Amazon.com today announced its support for Blu-ray as the digital format of choice for customers".

"As part of this announcement, Amazon.com will more prominently promote Blu-ray hardware and software products on its website."

Peter Faricy, vice president of movies and music at Amazon.com goes on to say: "Our customers have clearly voiced their support for the Blu-ray format. Blu-ray titles have increased from just over half of our high-definition sales to over three-quarters of our high-definition sales since early January".

"In order to best serve our customers, Amazon is recommending Blu-ray as the preferred digital format and will continue to carry the 'Earth's Largest Selection' of Blu-ray products."

The release ends on a better note for HD DVD fans: "For the hundreds of thousands of HD DVD owners who may still wish to purchase products for that format, Amazon will continue to carry a wide assortment of HD DVD products, including the broadest selection of HD DVD movie titles".