"Amazon Music customers already know and love Alexa from listening on Echo devices". But even there, signs of turbulence between Google and Amazon are not hard to spot; the YouTube "app" on Fire TV is merely a link to the service's TV-optimised web page, similar to that used by smart TVs.
In a demonstration of the Echo Plus's smart home capabilities, Limp used Alexa, Amazon's voice-controlled assistant, to tell the Echo Plus to "discover devices" around a mockup kitchen and living room Amazon had set up at its headquarters.
Amazon has commented on the blocking, telling The Verge that Google pulled YouTube off its device without any explanation, reason, or notification to users.
Further, the company said there is no technical reason for the service to be stopped, and this is disappointing and hurts customers.
According to research firm eMarketer, Amazon's Echo range of goods is now more popular than rival Google's Home, device. Until then, those sporting the device will receive a message that reads "Currently, Google is not supporting YouTube on Echo Show" whenever they try to access the video streamer.
Amazon Music now comes with Alexa built-into it, which means searching for a song can be initiated just by voice commands.
"We've been in negotiations with Amazon for a long time, working towards an agreement that provides great experiences for customers on both platforms", a Google spokesperson said.
Google, on the other hand, hit back at Amazon, stating that the service has been pulled off because Amazon violated the terms of service. Some of the functionalities that's available on the YouTube desktop site and most of its apps allows users to share, comment and recommend videos.
Amazon holds a grudge too and not only refuses to sell the Chromecast on their website, but also refuses to sell the Google Home in their store as well. Google is sensitive to the inclusion and exclusion of these features, and has had issues with other companies (like Microsoft) utilizing YouTube in the past.
And yes, those with bitter memories of the YouTube saga on Windows phone should see some similarities here.
On-demand video is one of more than a dozen markets where Google can be described as holding a monopoly.