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With Toshiba dropping HD DVD, companies that remained neutral throughout the format war are now pledging support for Blu-ray. Amazon.com announced today that they are recommending Blu-ray as the preferred digital format for consumers.

In an effort to help demystify high-definition entertainment for consumers, Amazon.com, Inc. (NASDAQ:AMZN) 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.

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

While its good to see that Amazon is looking out for its customers, this announcement would have meant more if it came a week or two sooner. If you'd like to read more, Amazon's entire press release can be found here.