Amazon will stop allowing the sale of Google and Apple video-streaming devices on its site that compete with the company's own Fire TV and Fire TV stick.
The move comes as Amazon focuses on its own Prime Instant Video streaming service, which has become an important part of its $99 annual Prime loyalty membership program.
The video-streaming devices sold on the site should be able to work with Prime Video, Amazon said Thursday. "It's important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion," the company said.
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Along with Amazon's Fire TV, the site will still sell other companies' video-streaming devices that are compatible with Prime Video, including Roku, Xbox and PlayStation. But Apple TV and Google's Chromecast will be not be sold.
Google and Apple did not immediately respond to requests for comment.
