The world's largest online retailer will no longer sell Google's Chromecast or Apple's Apple TV as of October 29th,

a move that comes just before the key holiday season.

While Amazon sells a competing video device, the Fire TV, the decision appears to be focus on promoting Amazon's content, which it has spent billions of dollars developing in recent years.

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In a statement , Amazon said it's important that the streaming media players we sell interact with Prime Video.

Neither Chromecast nor Apple TV currently allow for the direct streaming of Amazon Prime,

but Roku, Xbox, and PlayStation do, and those devices will remain in Amazon's online store.

According to a report by research from Parks Associates, streaming media is a fiercely competitive space.

No single company dominates the growing market. By eliminating Chromecast and Apple TV from its online store, Amazon will likely forfeit some sales.

Today, Google has sold about 20 million of its Chromecast units, and Apple more than 25 million Apple TV units.

But with the promotion of players compatible with the Amazon video, the company hopes to expand its share of the growing video streaming market.

Parks Associates estimates that 86 million streaming media devices will be sold globally in 2019.

A September Nilson report shows that 45% of US households now use subscription video on demand, like Amazon Prime and Netflix.

That's a jump from 38% last year.