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Amazon.com Inc. is flexing its e-commerce muscles to gain an edge on competitors in the video-streaming market by ending the sale of devices from Google Inc. and Apple Inc.

The Seattle-based Web retailer sent an e-mail to its marketplace sellers that it will stop selling Apple TV and Google’s Chromecast. No new listings for the products will be allowed and posting of existing inventory will be removed Oct. 29, Amazon said. Amazon’s streaming video service, called Prime Video, doesn’t run easily on rival’s devices.

"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."

Roku Inc.’s hardware, Microsoft Corp.’s Xbox, and Sony Corp.’s PlayStation, which work with Amazon’s Prime Video streaming service, aren’t affected, Amazon said.

Amazon’s Fire TV stick, which plugs into an HDMI port to connect televisions with streaming services such as Netflix and Prime Video, is the company’s best-selling electronic device.