Here is the response I received from Amazon when I contacted customer service:
Your Account Amazon.com
Message From Customer Service
I am sorry for the inconvenience you experienced in this case.
After looking into your inquiry about the item new Apple TV that you could not find in the website, I feel we could best resolve this concern for you over the phone so that we can help you locate the item.
This way, you can speak to our live customer support team who can ensure we resolve this concern to your satisfaction.
I realize that, at this point, asking you to contact us again would be disappointing; however, we really feel that the best way to assist you with this concern is over the phone.
Your patience and understanding are greatly appreciated.
So in this case, I request you to please visit the following link, enter your phone number through the Phone tab, and we'll call you:
We're available 24 hours a day, seven days a week.
Please be rest assured that we are here to make things easier for you and we'll take every action to prevent you from bearing any loss.
On a personal level, I highly appreciate your patience, cooperation and understanding in this matter. It is our privilege to have you as our valued customer & we want to make sure you are always taken care of.
Thanks for your cooperation.
We'd appreciate your feedback. Please use the links below to tell us about your experience today.