Amazon has launched a DVD/Blu-ray Trade-in Program which allows customers to send in their used Blu-ray and DVD titles for Amazon.com Gift Cards. Similar to their existing Video Game Trade-in Program, you simply select the disc you want to trade-in, use the pre-paid shipping label to send it to Amazon, and then you'll have the Amazon Gift Card deposited to your account upon their receipt.
Obviously, this is a great program to allow DVD owners to trade-up to Blu-rays at a discounted rate (Amazon Price - DVD Trade-in Value).