Online retailer Amazon has announced it will cease serving Flash ads on both and on the Amazon Advertising Platform with effect from September 1.

The latest move comes in response to the decision taken by major desktop browsers to block Flash, and follows calls by security experts for Adobe to kill off the browser plugin.

Last week in an update to its advertising policy, Amazon said its decision 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.

For instance, Chrome has already begun “intelligently” pausing Flash animations and both Google and Mozilla temporarily disabled the Flash Player in their browsers amid security concerns. Facebook’s security chief also called out for the end of Adobe Flash.

The e-commerce giant added that the change will also ensure that customers continue to have a positive, consistent experience on Amazon, and that ads displayed across the site function properly for optimal performance.

The new change will come into effect starting September, and is likely to see most advertisers shifting towards the lighter and mobile-friendly HTML5-based solutions.