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By the end of the month, you'll no longer be able to buy the Apple TV or Google Chromecast TV streaming devices from Amazon.

The retail giant has announced it will stop selling both on October 29th. While Amazon doesn't admit as much, it's thought this is because neither device supports the Amazon Prime Instant Video streaming service.

Devices that do support it, such as the Roku 3, stay on sale.

For its part, though, Amazon claims the move is so it doesn't confuse customers.

"Over the last three years, Prime Video has become an important part of Prime," reads an email seen by Bloomberg.

"It's important that the streaming media players we sell interact well with Prime Video in order to avoid confusion. Roku, Xbox, PlayStation and Fire TV are excellent choices."

Convinced? Us neither.

Amazon's new Fire TV streaming box went on sale today, complete with 4K video streaming and the newly-added ITV Player service.

It's more expensive than the Google Chromecast 2, which costs £30 and is available from Google Play.

The new Apple TV is expected to land by Christmas.



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