Amazon decided not to continue their support to Google Inc. and Apple Inc. as it will not sell Apple TV and Google Chromecast anymore, effective on Oct. 29. The American electronic commerce will just opt to endorse a device that will be easily compatible with their video service.

According to Bloomberg Business, the cloud computing company is now promoting products that best suits its own retailing strategy. They gave notice to their marketplace sellers that they will stop selling the video streaming devices made by Google and Apple by disseminating e-mails.

The corporation noted that the said gadgets didn't play well with their very own Prime Video and didn't run easily on its rival's hardware. However, new listings of the said products are now not allowed and the existing stocks will all be removed.

On the other hand, "Roku Inc.'s set-top device, Microsoft Corp.'s Xbox and Sony Corp.'s PlayStation" will all still be promoted by the online store for it works well with their video service. While, Amazon's Fire TV stick becomes their best-selling electronic device.

"Over the last three years, Prime Video has become an important part of Prime," an Amazon spokesperson said in a statement, as noted by TechRadar. "It's important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion. Roku, Xbox, PlayStation and Fire TV are excellent choices."

The site explained that "Apple TV users can't directly watch Amazon Prime Video movies or shows from the service." Subscribers can only use it with their Apple gadgets like iPhone and iPad via AirPlay while Chromecast customers can only have the access with Prime Instant Video app.

Hence, Google tried to solve the problem by creating a Chromecast SDK, it's a device that will let the users control TV or sound system and make the apps compatible with the streaming stick. However, Amazon is not yet commenting about this.

According to Dan Rayburn, a streaming media analyst, "It's interesting that they do it right after a brand new Apple TV is announced. Right after new Chromecasts are announced. Right after they announce their own, upgraded Fire TVs and sticks." "I find that a little suspicious," he added, as cited by WIRED.

The new version of Chromecast is now available for purchase on Google Store, while the new Apple TV will be released later this month. "For all that Amazon is dressing this up as providing the best customer experience, it certainly looks like an anti-competitive move, and goes against Amazon's reputation as the 'everything store,'" Jan Dawson, Jackdaw Research CEO, said.