News: E-commerce giant abandons agnostic approach to scupper Google and Apple.
Amazon is preventing rival media streaming devices from Google and Apple from being sold on its site.
In an email sent to marketplace sellers, the e-commerce giant cited the incompatibility of Apple’s Apple TV and Google’s Chromecast with Amazon’s own Prime Video service as reasons for the ban.
All existing listings will be removed and no new listings will be allowed after 29 October, Bloomberg reported.
However, more compatible devices including Microsoft’s Xbox and Sony’s PlayStation consoles will not be affected.
Martin Garner, SVP at CCS Insight said: "The competition between the major eco-system players is intense. Google has launched same-day grocery shopping in several US cities competing against Amazon, so it is not surprising to see Amazon making competitive moves like this."
"Chromecast and Apple TV do not support Amazon Prime Instant Video, although they do support other competitors such as Netflix. Amazon may be making a point here. "
Garner notes that this marks a change in Amazon’s strategy.
"However, this is a new approach from Amazon," he said. "In the past it has always said it is agnostic about sales of its own products versus third party sellers and products on its platform."