So will they also force Apple and Google to sell FireTV on their stores? Amazon tries to look like the place where you can buy literally everything... but they aren't legally obligated to sell anything.

Yeah, but Google's being investigated by the FTC for how they restrict usage of Google Apps. The primary aggrieved party there is Amazon, who's been unable to offer the Play Store on their Kindle devices.

Google should want to make this fight go away without the FTC, because it shines a light on Google's own misdeeds.