Google has created headlines again but this time it’s all for the wrong reasons. Google has raised the stakes in a bitter ongoing feud with Amazon after deciding that its YouTube services would no longer be available on Fire TV or the EchoShow video device from 1 January.

The main issue for this fallout is regarded to be the perceived lack of ‘reciprocity’ with Amazon failing to offer equal access to Google’s products and services, leading to the dramatic rebuke.

Justifying this measure, Google regarded that, “We’ve been trying to reach an agreement with Amazon to give consumers access to each other’s 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. Given this lack of reciprocity. We are no longer supporting YouTube Echo Show and FireTV. We hope we can reach an agreement to resolve these issues soon”.

Countering this, Amazon also regarded that they have done nothing wrong and a spokesperson also further added that, “Echo Show and Fire TV now display a standard web view of and point customers directly to YouTube’s existing website. Google is setting a disappointing precedent by selectively blocking customer access to an open website. We hope to resolve this with Google as soon as possible”.

Google and Amazon’s differences are now a few months old,  notably when YouTube pulled a previous disappearing act from Amazon’s Echo Show gadget in September. The reason for this act was related to the claims that it violated its terms of service, only to return to the fold last month.

Present situation states that YouTube would be pulled from the Echo Show today. Customers who own a Fire TV would be able to start seeing a notification today warning them that the service would be unavailable from January 1st, 2018. Perhaps Google might be hoping that the threat of losing YouTube on its main streaming device will force Amazon to pacify both the sides and end the year on a good note.