Amazon banning Apple TV and Google Chromecast sales, citing 'customer confusion'

Amazon will prohibit sales of Apple TV and Google Chromecast, both competitors to its Fire TV hardware, on Oct. 29, according to an email sent to its vendors, Bloomberg Business reports.

Amazon cited its Prime Video service as a reason for the ban on items currently on sale at the online retailer. Prime Video isn't on Apple or Google's hardware, though both platforms offer third-party streaming services like Hulu and Netflix.

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

Amazon sells two categories of streaming-focused devices. The Fire Stick is a diminutive HDMI-equipped dongle, similar to Google's Chromecast. The Fire TV is a set-top box, similar to the Apple TV. In the wake of Apple's recent gaming-capable Apple TV announcement, Amazon announced a new gaming-focused Fire TV with an overhauled controller.

Amazon Video was bundled into Amazon Prime membership not long before the company increased its price to $99 in early 2014. Prime subscribers also receive free and discounted shipping, among other benefits.

We've contacted Amazon for more information and will update this article as we receive it.

Though Amazon has a well-earned reputation for selling copious amounts of merchandise, the e-commerce giant has occasionally refrained from selling some items directly. Nintendo's Wii U has long been available through Amazon, but from third-party vendors. Amazon does, however, sell competing consoles like the PlayStation 4 and Xbox One directly, alongside some of Nintendo's handhelds.