Many companies were a little worried when Amazon first started releasing its own products, because in the event that some of those products competed with what the companies were offering, all Amazon would have to do in order to give itself and advantage was stop selling competing products on its website, and it looks like those fears were justified. The e-commerce giant has stopped selling Apple TV and Google Chromecast products through its website, which conveniently compete with Amazon’s own Fire TV products.
Earlier this month, reports indicated that Amazon planned to stop selling the Apple TV and Google’s Chromecast products through its online marketplace. While the devices are still available right now, they’re scheduled to be pulled at some point today, according to Bloomberg’s initial report on Amazon’s plans. So why is Amazon doing this? Well, the company would have you believe that it’s trying to prevent consumer confusion, because neither of those competitive devices support its Prime Video service as well as its own Fire TV set-top boxes. But several reports published over the last few days offer an alternative theory. First came a GeekWire report about Amazon’s apparent plans to introduce a QVC-like channel to the Fire TV. This shopping network would complement a new feature the company is reportedly testing with a small number of users: The ability to purchase items shown on-screen directly via the Fire TV remote. The report says that Amazon wants to sell items via banner ads shown on the main Fire TV interface, and through the X-Ray feature, which uses Amazon’s IMDb service to share information about whatever a person is watching.