The new Amazon on demand function will allow consumers to buy movies straight from their players so that they can instantly begin to view the films in HD.
On demand viewing functions for the Amazon program include standard DVR functions such as pause, stop, rewind, and fast forward commands.
At this time Amazon has included the service on three Blu-ray models and three HDTV models.
This is not the first Blu-ray promotion that Amazon has hosted, as it began offering a free Blu-ray player with the purchase of a select Samsung HDTV in July.
Currently, outside of the on demand video service Amazon has a Blu-ray box set sale.