Effective September 1, 2015, the world’s most popular online retailer will no longer accept Flash-based advertisements on its main site or through it’s third-party Amazon Advertising Platform (AAP), the company announced this week.

Adobe’s Flash plugin might have had its place on the web years ago, but the last few years have been marked by a move away from Flash to more efficient technologies.

“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 Amazon team concluded.

Adobe is now in partnership with Google’s Project Zero to fix gaps in security, and 34 updates were released earlier this month as part of Microsoft’s Patch Tuesday to fix numerous critical security vulnerabilities in the platform. The most recent bit comes from Amazon, which announced that it is about to stop accepting Flash ads. Chrome debuted a feature that automatically pauses non-essential Flash content, so mostly ads.

“Its decision to block Flash content is significant because it is a clear sign that some in the ad industry are responding to Flash’s imminent demise”, reports Digiday.com, which noted that Amazon will own three percent of the US $27 billion digital display market.

Pouring fuel on this anti-Flash fire is the Yahoo “malvertising” episode backin July, which exploited a weak spot in Flash to hijack the computers of Yahoo users. Beyond the security issues, there is also the issue of load times. Now Amazon has made the first move in what may become a trend for advertising platforms.

“This feels very much like preparation for the Chrome change”, said Undertone co-founder Eric Franchi.

At this point, if you’re an advertiser insisting on producing Flash-based promotions or ads, you’re wasting your money.