The stakes are about to intensify, as Alphabet will pull YouTube access from Amazon's more prominent Fire TV platform at the end of this month, just as Google Cast can't access Amazon's Prime Video offerings.
Google explained that they pulled YouTube from Amazon products in retaliation for Amazon no longer allowing the sale of their Nest smart thermostats and security systems on Amazon, and for previously refusing to sell Google's TV accessory, Chromecast.
Google has made a decision to cripple the Fire TV and Echo devices because Amazon refuses to sell Google's competing products - the Chromecast video and audio-streaming dongle and the Google Home smart speaker - as well as Google's Nest-branded smart home devices including internet-connected thermostats and home security systems.
In September, Google cut off YouTube from the Amazon Echo Show, which had displayed videos on its touchscreen without video recommendations, channel subscriptions and other features. Later, in November, YouTube returned to the Echo Show, but not as the original YouTube app but as a desktop version. Just last month we saw Amazon Music's Android app updated with Chromecast support. Google said that the way Amazon implements YouTube on its devices violates their terms of service and creates "a broken user experience".
"It should be about users of Google and Amazon, not Google and Amazon", a person familiar with Google's thinking told CNET. Google, Apple, Amazon, Samsung, Facebook, they all need each other and yet also will happily work with anybody to get a leg up on their hated friends and beloved enemies.
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Google is axing its YouTube service on some Amazon streaming products following a business row between the two technology giants. An in-app notification informs users that YouTube will disappear from Fire TV devices on January 1.
While each company can expect to see a financial hit, it's the customers who will suffer, including the millions of current Fire TV users.
Echo Show and Fire TV now display a standard web view of YouTube.com and point customers directly to YouTube's existing website.
"Google is setting a disappointing precedent by selectively blocking customer access to an open website", said Amazon said in a statement. It added that Amazon has stopped selling some products from Nest, a connected-device maker that is Google's sister firm under Alphabet. Amazon went a step further, though, and removed Nest products from their site last month.
The move is undoubtedly a huge blow for Amazon but we hope that the situation can eventually be resolved.
The bickering between Google and Amazon has been going on several years as they have ratcheted up the competition with each other.
Why Amazon and Google just can't get along
And although Apple's services business is growing, it doesn't have much overlap with the core offerings of Google and Amazon. The former uses search and other web services to sell ads, while the latter is an online retailer of goods and services.
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