Best Buy Co. Inc. this week discounted a house brand Blu-ray player to under $100 in a retail store offer.

This week, the retailer is selling the Insignia Blu-ray disc player with 1080p output at $99.99.

The product page disclaims that the item is not available for direct shipment, but is available in limited quantities in brick and mortar locations.

Meanwhile, retailer Amazon.com is offering a new $9.99 and up Blu-ray disc sale.

It is concurrently holding a 53 percent off Blu-ray disc promotion.

NPD Group Inc. in June said that Blu-ray player sales have increased 72 percent in the first quarter of 2009 compared to the same period the year prior.

Unit sales totaled to 400,000 units in the first three months of the year.

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