It looks as if shoppers will soon no longer be able to buy the Apple TV or Google Chromecast from Amazon.
Bloomberg reports that the retailer is preparing to flex its muscles and drop support for video streaming devices that do not directly offer a way to stream its own Amazon Instant Video content.
Amazon has reportedly emailed Marketplace sellers to say that it is ditching Apple TV and Chromecast as they do not interact well” with its own service. No new listings for either device are now permitted and all current inventory will be yanked on October 29th.
Devices that do offer Amazon Instant Video, such as PlayStation, Xbox and Roku, will not be affected.
It's a big decision for Amazon to make in the weeks immediately before Christmas, with both streaming devices likely to be big sellers in the period. As Bloomberg points out, the move shows how Amazon is willing to sacrifice sales of popular brand name products to bolster its own video-streaming service”.
It's also likely to deliver a bigger blow to Google, as Apple has its own retail network to fall back on.
Last year Amazon was criticised for using what were perceived to be pressure tactics against a book publisher with whom it was engaged in a contract disagreement.