Amazon looked intent on becoming a powerful player in the streaming video market by allowing people to sign up for a wide variety of services through their Prime Video accounts—so much so that Apple, Roku and potentially Facebook are now copying the company’s approach. But even as competition increases, Amazon is scaling back its ambition to expand the service, three people familiar with its plans said.

Over the past few months, executives at the e-commerce giant have told entertainment companies that it is going to be more selective about which video services it adds to what it calls Amazon Channels. The offering now includes around 200 services, from small paid video services like Acorn to big ones like HBO Now and Showtime. Amazon has increasingly focused its attentions on the biggest channels on the platform which generate the most subscription revenue, said two people familiar with its plans.