The feud between Google and Amazon is now escalating. The two tech giants have decided to implement decisions that put consumers at the losing end.

For one, Google has announced that it will pull out its YouTube from Amazon devices. This means that users will not be able to access YouTube from Amazon’s Fire TV. Not only that, Amazon Echo device users will not be able to access the Google’s online video portal because of the escalating feud.

Google is pulling YouTube from Amazon’s smart speaker and video streaming devices © Dreamstime

Furthermore, you might be wondering what pushed Google to do this unexpected move. The escalating feud has triggered Google to block access to YouTube. The reason, according to Google, Amazon has reportedly refused to sell Google Products.

These products include Google’s streaming device Chromecast which is the counterpart of Amazon’s Fire TV, Google’s Home which is an internet-connected speaker, a rival of Amazon’s Echo.

According to Google, the lack of reciprocity pushed the company to retaliate against Amazon, the biggest online retailer.

Lack of reciprocity

In a Techcrunch report, a Google spokesperson said that there were several attempts to reach the biggest online retail store to give consumers access to all their products and services.

“But Amazon doesn’t carry Google products like Chromecast and Google Home, doesn’t make Prime Video available for Google Cast users, and last month stopped selling some of Nest’s latest products,” the company’s spokesperson said.

“Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and FireTV,” Google said, adding that it is expecting to reach an agreement.

Meanwhile, Google has still high hopes that it can actually pressure Amazon to sell several Google products. If no agreement will reach, Google’s YouTube will not be working on Amazon’s Fire TV effective January 1.