Google is pulling YouTube off Amazon's streaming video service, stepping up its fight with the online retailing giant.
It's the latest move in a clash between Amazon and Google, which has seen the two companies hold their products off the rival's platforms and services.
It's not the first time Google has blocked Amazon from the popular video platform.
In September, Google pulled YouTube from Echo Show, Amazon's voice-enabled artificial intelligence product. The company reversed course and by November YouTube was available on the Echo Show again.
But on Tuesday, Google again pulled YouTube off Echo Show and Fire TV, claiming Amazon is not treating its products fairly.
“We’ve been trying to reach 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,” a Google spokesperson said in an emailed statement.
“Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and FireTV. We hope we can reach an agreement to resolve these issues soon.”
Amazon said users could still access YouTube's standard desktop version on their products, but criticized Google's decision.
"Echo Show and Fire TV now display a standard web view of YouTube.com and point customers directly to YouTube’s existing website," Amazon said in a statement. "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."
Internet service providers (ISPs) seized on the fight between two web giants, which comes as the Federal Communications Commission (FCC) is poised to repeal the net neutrality rules.
“Broadband ISPs are committed to providing an open internet for their customers, including protections like no content blocking or throttling. Seems like some of the biggest internet companies can’t say the same. Ironic, isn’t it?” said Jonathan Spalter, the CEO of USTelecom, a trade association which lobbies on behalf of telecommunications companies like AT&T and Verizon.
ISPs have cheered the FCC's moves to repeal net neutrality, while many of Silicon Valley's biggest web companies have backed the rules.
This story was updated at 5:01 p.m.