Google plans to prevent Amazon's Fire TV streaming devices from using YouTube from the beginning of 2018.
The search giant has also blocked an alternative solution that Amazon introduced to restore YouTube access to a version based on your smart speaker's screen.
Experts say that the steps mark an escalation of a row of businesses in which consumers were caught in the aftermath.
Amazon had stopped selling several of Google's hardware products.
Removed the latest brand-name Smart Home Nest Kit, which includes a home security system and a new version of your thermostat, from its online stores last month.
And since 2015, Amazon refused to sell Googlecast's Chromecast video and audio devices.
The latest development coincides with the launch of Amazon's Prime Video application for Apple TV.
His absence had previously put Apple's decoder at a disadvantage to Amazon's Fire TV line.
& # 39; Lack of reciprocity & # 39;
Fire TV owners reported that trying to view YouTube clips now generates an alert warning them that they will lose functionality on January 1.
"We have been trying to reach an agreement with Amazon to give consumers access to the products and services of others," Google said in a statement.
"But Amazon does not include Google products like Chromecast and Google Home, it does not make Prime Video available to Google Cast users, and last month it stopped selling some of the latest Nest products.
" Given this lack of reciprocity, we no longer support YouTube on Echo Show and FireTV. We hope we can reach an agreement to resolve these problems soon. "
Google stopped Amazon Echo Show presenters to play YouTube videos in September, on the grounds that the retailer had altered the way the retailer operated. software.
Amazon's version lacked the next recommendations for videos, subscriptions and other features, but they were restored in November, when Amazon made the device display a more normal view of YouTube.
But, according to Techcrunch, the search firm believes its rights have still been violated because Amazon continues to overlap its own voice controls.
Amazon responded and said: "Echo Show and Fire TV now display a standard web view of YouTube.com and direct customers directly to the existing YouTube website. Google is setting a disappointing precedent by selectively blocking access by YouTube. customers to an open website. We hope to resolve it with Google as soon as possible. "
The dispute puts consumers at a disadvantage in two ways. Users will not be able to access a service that Amazon devices promised to deliver. And Amazon's refusal to even allow third parties to sell certain Google products through its site makes it more difficult to find them at their lowest price.
"It's a surprising twist in both aspects," commented Ben Wood of CCS Insight. technology consulting.
"YouTube is about maximizing the number of people who watch your content, and Amazon wants to be the call & # 39; store everything."
"It's very unfortunate for consumers, who will have little understanding of the commercial tensions between the two companies.
"I wonder if the next step could be the intervention of a regulator to investigate if they are behaving in an anticompetitive manner."