Amazon has banned the sale of media streaming devices that it has deemed don’t “interact well” with its Prime Video offering.
Predictably, the move has resulted in sellers of rival devices, Apple TV and Google's Chromecast, being set a deadline to remove their listings.
The e-commerce platform's walking orders restrict sellers from setting new listings and current ones will expire 29 October, the company announced.
An email sent to sellers read: "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.”
The sale of Amazon Prime compatible Roku, the Playstation 4 and the Xbox One will continue on the site.
The streaming device cull comes just before the holiday season where Amazon will hope to rope a substantial number into its Prime subscription with original video content and fast delivery perks.