Amazon confirmed on Thursday that it will be blocking some streaming devices from its online store, giving the company’s Fire TV a big advantage. The retail giant won’t accept any new listings for the Apple TV or Google’s Chromecast moving forward, and plans to remove existing products on October 29.

The news was first posted to Reddit on Thursday morning and later confirmed by Variety. According to Amazon, the decision has more to do with pushing its Prime Video service than with selling its own streaming devices.

“Over the last three years, Prime Video has become an important part of Prime,” the company told Variety. “It’s important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion. Roku, Xbox, PlayStation and Fire TV are excellent choices.”

The Apple TV still doesn’t offer a direct way to watch Amazon’s video service, though you can always load up a video on your personal device and AirPlay to your television. Google’s Chromecast doesn’t officially support Prime Video either, but it supports streaming from a Chrome browser to the TV.

Even so, this seems like a pretty clear move against Apple and Google. Either Amazon’s rivals add official Prime Video support or they’ll be booted from the biggest store on earth.