Amazon is the latest company to ditch Flash advertising from its website.
Retail giant Amazon is to ditch Flash, with the move made in response to major browsers such as Google Chrome, Safari and Firefox taking steps to limit Adobe Flash use.
Flash has come under significant criticism regarding its security, most recently during the breach of the Hacking Team which discovered a number of flaws, with this latest move by Amazon potentially indicating the end of the technology.
Mozilla recently disabled Flash in its Firefox browser in July, adding it to its official software block list, while Facebook is also said to be considering ditching the platform.
Although Adobe is in partnership with Google’s Project Zero to fix gaps in its security, this could be too little too late.
While Adobe may be able to fix the security problems, the damage done to the platform’s reputation may be too much for it to bounce back in the market.
The move by Amazon ensures that customers won’t be pestered by browser messages about the plugin.
The company said in a statement: "This is driven by recent browser setting updates from Google Chrome, and existing browser settings from Mozilla Firefox and Apple Safari, that limits Flash content displayed on web pages.
"This change ensures customers continue to have a positive, consistent experience on Amazon, and that ads displayed across the site function properly for optimal performance."
The change will come into effect on the 1st of September.