When Did Rey Become Amazon's Chess Piece?

A few weeks ago, a friend of mine noticed that Amazon didn't appear to have plans to sell Blu-rays of Star Wars: The Last Jedi, the most popular movie of 2017; only a digital version was up for presale. He thought he'd noticed something similar recently "with a couple of big geek films"--a "weird war against Blu-rays" that seemed to cut against the entire point of the everything store. Amazon would be foolish not to use its platform to advance its position vis-à-vis its competitors. Searching for a Google Home on the site, for example, takes you to listings of Amazon's own smart speaker, the Echo; the closest you'll get to Google's product is a self-published manual on setting up your Home that you can skim on your Kindle. Yes, it was a bit curious that Amazon was willing to cut into its own sales of Last Jedi DVDs, but perhaps blackballing the product to boost digital purchases on its video platform was worth it. Naively, I assumed Amazon's "weird war" was against itself.