Amazon on Friday said it will stop selling Apple TV and Google Chromecast devices that compete with the online retail titan's own media-streaming hardware.

The reason given for the move was an intent to focus on devices that play well with Amazon Prime video service, which the Seattle-based company has been ramping up with original shows and content partnerships.

"Over the last three years, Prime Video has become an important part of (Amazon subscription service) Prime," an Amazon spokesperson said in an email response to an AFP inquiry.

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

Amazon will continue to sell Roku and the company's own Fire TV devices, along with Xbox and PlayStation consoles made by Microsoft and Sony respectively, according to the spokesperson, who referred to the selection as "excellent choices."