In a statement, Google said it had been "trying to reach agreement with Amazon to give consumers access to each other's products and services" but, "given the lack of reciprocity", had made a decision to no longer support YouTube on Echo Show or FireTV. Google has already made its intentions clear by blocking YouTube access from the Amazon Echo Show which is now being sold in the U.S. and can be described as an Alexa equipped Echo speaker with a 7inch display.
Amazon did not immediately respond to a request for a comment on whether Apple TV will return to Amazon's online store now that it supports Amazon Prime.
The battle highlights the power that the world's major technology companies are gaining as they dominate important corners of commerce and communications.
A tit-for-tat move, as Amazon refuses to sell many of Google's products that compete with its own products on its retail website. Amazon also doesn't allow Google products to have access to its Prime Video streaming service, the statement said. Unless a truce is reached, YouTube will stop working on Fire TV on January 1. Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and FireTV. Google pointed a finger at Amazon, which hasn't been selling products from Google and other brands, such as from Google's separate brand Nest.
But in this instance, the two tech heavyweights aren't fighting over licensing fees. There are always two sides to a feud, and the on-going beef between Amazon and Google is a testament to this fact. One of the first signs that the companies were at odds came when Amazon redesigned Google's Android mobile software for its Kindle tablets. The Chromecast streaming product was removed from Amazon.com in 2015.
The latest standoff between Google and Amazon was ridiculed by a trade association of high-speed internet providers. They point out that Amazon does not have the Prime Video app for Google Chromecast devices and its website does not sell Google products like the Chromecast and Google Home. As of Wednesday, Apple TV owners are finally able to add Amazon's Prime Video to their devices - about six months after Apple chief executive Tim Cook promised the service was on its way.
The video-streaming access fight has been brewing for some time. But that could change if Amazon's video streaming service starts working on Apple TV, something Apple has said would happen by the end of this year.