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After Toshiba announced that it will end production of its HD DVD players, Amazon.com says it will more prominently promote Blu-ray hardware and software on its Web site.

Although Amazon's move is not surprising the online retailer said it will continue to carry both HD DVD and Blu-ray formats. Amazon did say that Blu-ray titles have increased from just over half of its high-definition sales to more than three-quarters in high-definition sales since early January.

Peter Faricy, vice president of movies and music at Amazon said, "The high-definition landscape is rapidly changing, and consumers are looking for guidance on how to make the best high-definition buying decisions."

Recently more and more retailers and studios were backing the Blu-ray format by Sony, including Warner Bros. and Wal-Mart who announced it would begin to phase out the HD-DVD technology and move to Blu-ray exclusively last week.