I opened up the Amazon.com site today and was quite startled to see this:

But when I viewed the source, I saw that rather than just one DIV that embedded all of this functionality (which is what I would expect from a Silverlight object) , there was a ton of html and script pulling this off, including a reference to:

 new SWFObject("http://g-ec2.images-amazon.com/images/G/01/s9-ampaigns/MultiPackCarousel._V19505961_.swf

SWF spells Flash. Oh well.