NEW YORK (AP) — Amazon will stop allowing the sale of Google and Apple video-streaming devices on its site as it focuses on its own Prime Instant Video streaming service.

The company Thursday that Prime Video has become an important part of its $99 annual Prime loyalty membership program and said that the video-streaming devices sold on the site should be able to work with Prime Video.

“It’s important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion,” the company said in a statement.

Amazon will still sell video-streaming devices compatible with Prime Video including Roku, Xbox, PlayStation and Amazon’s own Fire TV devices. But Apple TV and Google’s Chromecast will be banned.

Seattle-based Amazon has been rapidly expanding its Prime Video Service, including recently inked deals to stream NBCUniversal’s critically acclaimed drama “Mr. Robot” and a multiyear licensing agreement with CBS.

Amazon.com Inc. shares were up $5.82 to $517.71 in late trading Thursday.