Apple TV and Google Chromecast will no longer be available on or its partner sites as the company has decided to ban the sale of these items for an indefinite period of time.

Although the decision may appear to be quite baffling, it is actually an initiative to boost the sale of Prime Instant video streaming service. While Google Chromecast and Apple TV have been discontinued, Amazon Fire TV, PlayStation, Xbox and Roku will be available on the portal, as these are compatible with the Prime Instant video service. discontinues sale of Google Chromecast and Apple TVAmazon to sale Prime Instant video service compatible players

According to the reports, Amazon has decided to restrict their services only to those media players, which are compatible with Prime Instant video so that users can buy without any confusion. Prime Video services is now considered to be an integral part of 99 annual Prime loyalty membership of Amazon. Hence, the steps adopted by the company is not very surprising. Yet, some customers were disappointed for the sudden announcement. While Amazon has cleared their stance on Thursday, Apple and Google are yet to make any comment about this decision. Inc. is a major online retailer and on Thursday, their shares closed with a positive note, 1.7 percent or $8.83 to $520.72.