Amazon is setting out to exert its power as a retailer following the announcement that it will not be selling two of the latest iterations of devices which rival its Fire TV streaming box range, according to the Financial Times.

Apple TV and Google’s Chromecast are being ostracised from Amazon’s catalogue, meaning its customers will not be able to buy them via safe shopping online. However, it is important to note that this decision is likely to be temporary and the devices may be restored, if changes are made.

This issue has arisen because neither the Apple TV nor Chromecast are currently compatible with Amazon’s own Prime Video service. And so Amazon is recommending that Prime subscribers, who want to take advantage of the Netflix-style access to streamable movies and TV shows that this platform provides, should choose a different gadget to do so.

As well as recommending its own Fire TV box or streaming stick, Amazon has suggested that picking up a games console from either Microsoft’s Xbox family or Sony’s PlayStation range will be a good alternative to Apple TV and Chromecast.

Amazon is in a powerful position compared with its rivals because, of course, it controls a massive e-commerce portal which is used by millions of people around the world. So when someone wants to buy a streaming device via safe shopping online, they may well choose to use Amazon as their first port of call.

This is about more than mere device dominance, but also about the amount of money which Amazon is investing in creating unique content for its Prime Video service, including the recent acquisition of ex-Top Gear presenters, to form a new flagship motoring show. So, until a Prime Video app pops up on Apple TV and Google Chromecast, they will be hard to find on Amazon’s digital shelves.