The stakes in the format war just got a little higher this morning as Amazon.com has just unveiled the first Blu-Ray Disc player for under $300.

The online retailer now has the Samsung BD-P1400 for $270. This player was originally priced around $500 and supports full 1080p video output, DVD upconversion to 1080p as well as Dolby Digital Plus, Dolby Digital TrueHD and DTS HD sound.

This, of course, is an aggressive move to counter Toshiba’s $100 HD-DVD player offer earlier this year.