The online retailer turned hardware maker claims it is doing this to sell its own Fire TV devices and other products that work with Amazon Video services. But that's patently crap as there are many, many other devices that don't support Amazon from smart TVs to Blu-ray and other media players - yet it still sells those.
So, this is probably a ploy to limit competition from micro consoles, ignoring the fact that Apple heads will happily trot to their nearest Apple Temple to buy the upcoming fourth generation model, or get it from any other electronic retailer.
However, Amazon is very smart at crunching numbers. So, when it comes to micro consoles, the company probably realises that it won't lose much in sales, suggesting the market remains pretty small.
Certainly, Google didn't update its Nexus Player at its recent event, suggesting it is losing interest in micro consoles, but the new Chromecast stick devices stand to be hot sellers, if Amazon ships more Fire TVs over those, then Google could be rather aggrieved.