Amazon has reportedly banned selling video-streaming devices from Apple and Google that are not easily compatible with its video service. The company plans to discontinue sales of Apple TV and Google Chromecast, which compete with its own Fire TV and Fire TV stick.

According to a memo sent out to all merchants of Amazon, both the Apple TV and Google Chromecast will disappear on October 29th. The Seattle-based Web retailer also stated that Roku, Xbox, and PlayStation are not affected, since they work well with its own hardware.

Amazon said in an email, "Over the last three years, Prime Video has become an important part of Prime. It's important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion."

This move will absolutely come under a firestorm of criticism. Amazon proves that it is willing to sacrifice the sales of popular brand name products just to boost its own video-streaming service. And this strategy is also seen as the most recent attack in the high-tech battle to control the living room.

Some reports say that the online web retailer's move will most probably harm Google more than Apple, since the latter has its direct access to customers and own stores. Moreover, Amazon's strategy might cost its sales by switching purchases of popular devices to its rivals, like Best Buy.

Google Chromecast has gradually been a top seller in the electronics since its launch and just recently the search engine giant introduced a new version of it. Nonetheless, consumers are still able to buy this through Google Store, Best Buy, and other third-party retailers. On the other hand, Apple is also preparing to launch an updated version of the Apple TV box through its own store and a slew of authorized retailers.

Amazon's decision to limit video-streaming device selection in its website might send a not-so-good impression to consumers. Furthermore, its explanation about the matter seems weak.