Amazon just BANNED Apple and Google from its store

Amazon CEO Jeff Bezos has had enormous success with his online retail store

AMAZON has closed its doors to rival streaming devices from Apple and Google – just hours after it launched the latest generation of its FireTV hardware.

 

Amazon will no longer sell Google and Apple video-streaming devices on its hugely popular online store, it has announced.

The US firm said it is removing the video-streaming Nexus Player, Chromecast and Apple TV because neither fully supports its Prime Instant Video service.

Prime Instant Video has become an integral part of the £79 a year Amazon membership, which also bundles complimentary music streaming, free next-day delivery, access to the Kindle lending library and unlimited online photo storage.

 

Amazon recently refreshed its own Fire TV player, which nows supports Ultra HD 4K video.

"It's important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion," an Amazon spokesperson said.

Along with Amazon's Fire TV, the website will continue to sell other companies' video-streaming devices that are compatible with Prime Video, including Roku, Xbox and PlayStation. 

Amazon's new Fire TV boasts faster wifi and can stream Ultra HD 4K video

 

Amazon sells a Gaming Edition of its new Fire TV with a bundled console-like controller

But Apple TV and Google's Chromecast will be not be sold – despite being able to AirPlay or Cast Prime content from paired smartphones to these devices.

Seattle-based Amazon has been rapidly expanding its Prime Video Service, including recently inked deals to stream NBC Universal's critically acclaimed drama Mr. Robot and a multiyear licensing agreement with CBS.

Jeremy Clarkson, James May and Richard Hammond were also signed-up for an exclusive three-season deal with Prime Instant Video earlier this summer.

The new post-Top Gear show is rumoured to be called Gear Knobs and is scheduled to debut in early 2016.