If a device does not “interact well” with Prime Video, it is no longer welcome in Amazon’s marketplace.

At least that’s what the online retailer said in an email alerting its sellers that Apple TV and Google Chromecast device inventories would be removed on Oct. 29, and no new listings for the products will be allowed, Bloomberg reported yesterday (Oct. 1).

The move shows how far Amazon is willing to go to promote its own streaming services and devices, even if that means sacrificing potential revenue from the sale of competing products.

But some see the company taking such a firm stance against products that don’t fit in with its own retail strategy as a damaging move.

“This has the potential to hurt Amazon as much as it does Apple and Google,” Barbara Kraus, an analyst at Parks Associates, told Bloomberg.

“As a retailer, I want to give people a reason to come to me. When I take out best-selling brands, I take away those reasons.”

From the article "Amazon Nixes Apple/Google Video Streaming Device Sales" by PYMNTS.com

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