Amazon have declared that no new listings of the Apple TV or Chromecast devices are being allowed on the Amazon store, and any existing inventory must be removed by 29 October.
Amazon
The reason for this is because the competitor devices are not compatible with Amazon's Instant Video and that they don't "interact well" with Prime Video.
However, Microsoft's Xbox and Sony's Playstation appear to work well with Amazon Prime, so they aren't affected by this new condition.
Amazon told merchants that "It's important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion."
This is a bold move by Amazon, as the strategy will divert sales of the popular Apple and Google devices to competitors such as Best Buy. Bloomberg Business also mention that it will likely hurt Google more than Apple, seeing as Apple has its own store and direct access to customers while Google relies more on selling their products through other retailers.