Don’t tell my wife, but Chris Noth is the latest star in Amazon.com’s great experiment in short-films and blatant product placement. He stars in “Tooth Fairy,” a piece that — seemingly in tribute to his giddiest island fan — features cookware and cutlery, among other things.

Past stars include Blair Underwood and Minnie Driver. Interestingly, the films are presented via Flash, and not a more conventional streaming media format. Wonder if Real and Microsoft are worried?