Shortcode not displaying video as expected

Question

I have written a short code to display a video off of amazon, and it works. However it is not being placed as expected on the page. I have put the shortcode after the <!--more--> tag but the video displays before the excerpt ruining the layout of the page-of-excerpts.

The page is entered like this:

A few random paragraphs of content
<!--more-->
[amazon_video file="file.flv"]

The shortode is written like so

function amazon_video($atts){
    extract(
        shortcode_atts(
            array(
                'file' => $file
            ), 
            $atts 
        ) 
    );
    $url = get_bloginfo('url');
    ?>
    <embed
        src='<?php echo $url; ?>/jwplayer/player.swf'
        name='player'
        width='640'
        height='480'
        bgcolor='#000000'
        allowscriptaccess='always'
        allowfullscreen='true'
        flashvars='file=<?php echo $file; ?>
                    &streamer=rtmp://xxxxxxxxxxxxx.cloudfront.net/cfx/st
                    &provider=rtmp'
        autoplay="false"
    />
    <?php
}

add_shortcode('amazon_video','amazon_video');

The page in question is here incase you wanted to have a look but you may run into some member permissioning.

Essentially, the video is being called last and below the excerpt but is being displayed first and above the excerpt.

Answer 1

Had a bit of a brain wave and thought I would capture the output and return it in the function. Turns out it fixed the problem so the final code ended up looking like this:

function amazon_video($atts){
    extract(
        shortcode_atts(
            array(
                'file' => $file
            ), 
            $atts 
        ) 
    );
    $url = get_bloginfo('url');

    $return = "<embed
        src='".$url."/jwplayer/player.swf'
        name='player'
        width='640'
        height='480'
        bgcolor='#000000'
        allowscriptaccess='always'
        allowfullscreen='true'
        flashvars='file=".$file."
                    &streamer=rtmp://xxxxxxxxxxx.cloudfront.net/cfx/st
                    &provider=rtmp'
        autoplay='false'
    />";
    return $return;
}

add_shortcode('amazon_video','amazon_video');