Amazon is tired of feeling slighted in the streaming hardware business. Amazon’s Fire TV has been a very popular device but has received mixed reviews on the Internet. However, the move that Amazon made this week was not one that was due to success or popularity. As of this weekend, the last of the listings, which included Apple TV or Google Chromecast, have officially been taken off the website. The move is one that has been executed to ensure that Amazon’s Fire TV devices get a fair shake on the market.

As it turns out, Amazon cited concerns about their devices not being readily available on their competitor’s websites, which didn’t give consumers the ability to choose between the devices the way Amazon did. Interestingly, though, neither Apple nor Google seem too concerned about not being on the Amazon marketplace.

The company introduced a new policy, which read in part: “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. Roku, Xbox, PlayStation and Fire TV are excellent choices.”

The message is clear. Amazon is not interested in selling items that compete with their products, as they develop more specific interests within narrow markets. When users search for these things on Amazon now, they will be flooded with listings of the Amazon Fire Stick and other Amazon-related products that deliver what Apple TV, and Google Chromecast deliver. The ironic part is that there are still a number of other competitors out there that will be available on Amazon, such as Roku.

Many are asking now, whether this is a good move or not by Amazon. Since now it seems as though it will only be a matter of time before people start to realize what is really happening here. Amazon is manipulating their customers into believing that this is motivated by anything more than poor performance in sales, and Amazon looking to prevent some sales to Google and Apple by forcing those customers to run Amazon’s way.

Must Read: Amazon gives Google Chromecast and Apple TV the boot

It might take some away from Google and Apple, but both have such a large presence that their place in the market is secure. No matter what actions Amazon takes natively to remove Google and Apple from the Amazon marketplace. More interestingly, though, Apple has finally updated their tvOS, as well.

It delivers HBO Now, Netflix, Hulu and Watch ABC, CBS, Disney Junior, PBS Kids, and Showtime, which are classics, but also delivers some unique apps and an interface that is a breeze to use. Many have called this the greatest production that is a ‘shout out’ to classic Apple, which has been produced during the Tim Cook era.



  1. The difference is, if I have Amazon Prime, and I want to watch Amazon Video on my Chromecast, I’m screwed (mirroring video does not work well). Yet Google would want Amazon to sell their hardware.

      • Who said anything about an app? I mentioned the quality of Chromecasts screen mirroring in regards to video playback.

        • you are suppose to cast from the app, not use the built in phone mirroring option which depends on a lot of things and really not suppose to be sued with video.
          You should stay away from any Android products its obviously not for you.

  2. I don’t think it makes much difference. There are people who will choose what they want after researching a number of products, and there are people who default to Google, Apple, or Amazon.

    In other words, if someone wants a Chromecast, they probably know how to get to the Play store.

  3. The important thing to understand here is that it’s Amazon that chooses not to support the Chromecast, which makes sense, as they would be cannibalizing sales of the FireTV stick.

    The Google Chromecast is an open platform. Anyone can make their app support it, on Android or IOS. The amazon prime app does not support “casting” to the chromecast, and this is purely a choice of Amazons to not support it, it’s not Android of IOS preventing it in any way.

    Keep that in mind when reading this quote:
    “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.”

    There’s no consumer confusion, they just want you to buy their device, or use the devices they have the amazon prime app built into.

    The decision to not sell and not support Chromecast devices or even AppleTV is in hopes that Amazon can drive sales of it’s FireTV stick up, by limiting choice on it’s marketplace (
    I don’t blame them, it makes sense, but it sure feels kind of shady.