In what looks like a bid to make their own streaming media players more competitive, Amazon has announced that they will stop selling similar streaming devices made by Apple and Google on their site.

An article in the New York Times stated that according to messages from resellers posted in online forums which Amazon did not dispute, Amazon is forbidding all third-party merchants from selling the Apple and Google devices after Oct. 29.

While Amazon has not commented on their unusually territorial move, their own  Fire TV and Fire TV Stick , which were introduced in 2014, are competing with the Google and Apple products, and delivering Amazon’s quickly expanding video options to customers, which Apple TV and Chromecast do not.

Amazon’s list of top-selling electronics products has Chromecast slated as 6th and Apple TV as 14th.

Amazon did not respond directly to requests to comment on the matter but stated:

“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 New York Times states that, “The stick is crucial to Amazon’s ambitions to move from being just a retailer to a multifaceted provider of everything virtual and physical…Amazon likes to focus on the long term…. And in the long term, it is banking on content being king.”

James McQuivey, an analyst with the research firm Forrester, is quoted by the Times as saying,

“People get these devices to watch Netflix, Amazon Prime, Hulu and YouTube. If you don’t have all four of those things, you have an inferior device. And given how expensive the devices can be,” he continues, “particularly Apple TV, it’s a lot to ask a customer to pay that kind of money to only get three-fourths of the content you really want.”

A turf war, they say, is being played out between the three companies, Apple, Amazon and Google, who all first started out with very different products; hardware, a frequent shipping service, and a search engine.