Amazon.com (Nasdaq: AMZN) is planning to cut-down on the competition in certain areas of the market.

According to Bloomberg, the e-Commerce giant is planning to bar the sale of video-streaming devices from Google (Nasdaq: GOOG) and Apple (Nasdaq: AAPL). That includes both the new Chromecasts and new Apple TV set-top box.

That means Amazon will direct buyers towards its own Fire-branded goods. Given that, following a recent search of "Chromecast" on Amazon.com, the Amazon Fire TV stick appears to be the number one best seller in "Home Audio & Theater Products," we're not sure what all the fuss is about.

In a statement emailed today, Amazon said, Over the last three years, Prime Video has become an important part of Prime," Amazon said in the e-mail. "It’s important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion.

Not being banned include the Microsoft (Nasdaq: MSFT) Xbox, Roku's devices, and Sony's (NYSE: SNE) PlayStation gaming consoles.

Shares of Amazon are up 1 percent.