Following through on a threat made earlier this month, Amazon has pulled all Apple TV hardware from its online stores, regardless of whether it was being sold by Amazon directly or third-party vendors in Amazon’s Marketplace. The removal coincides with today’s official release of the fourth-generation Apple TV, Apple’s first model to launch with an App Store full of third-party apps.

Amazon notified third-party merchants that it planned to remove both Apple TVs and Google’s Chromecasts from its listings, claiming an interest in reducing “consumer confusion” over streaming media players that don’t “interact well with Prime Video,” Amazon’s streaming video service. Apple TV and Chromecast pages currently lead to 404 Document Not Found error pages, while attempts to search for the products now redirect to Amazon’s own Fire TV, Fire TV Stick, PlayStation TV, and a collection of off-brand alternatives. Certain Apple TV accessories remain available for purchase, however…

It’s unclear why Amazon hasn’t followed numerous rivals in developing a tvOS-compatible app for the Apple TV, though relations between Apple and Amazon have been prickly since the leading online retailer began selling its own direct rivals to the iPad, Apple TV, and iPhone. Using an iOS app, Prime Video users have previously been able to watch videos on iPads and iPhones, as well as through past Apple TVs using AirPlay. Amazon has continued to offer both Prime subscriptions and the vast majority of its product catalog to Apple users, albeit without submitting to Apple’s 30% revenue-sharing demands for iOS apps.

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