Google plans to cut the YouTube app from Amazon’s Fire TV streaming device from the start of 2018. Amazon recently stopped selling a bunch of Google’s tech also, showing how close to cutting ties with each other the companies are. Experts have said that this is a mark of escalation of a business row in which consumers have been caught up in the crossfire.

Since 2015, Amazon has refused to sell Google’s Chromecast video and audio streaming devices. This move comes alongside the release of Apple TV’s app for the Firestick.

Google said in a statement:

‘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 on Echo Show and Fire TV. We hope we can reach an agreement to resolve these issues soon.’

Amazon responded saying Fire TV will display a web view of YouTube and direct customers to YouTube’s existing website. Which is a less than optimal way of viewing YouTube, given how easy the app is to use as it is now.

This dispute harms the consumer in two ways. Users will no longer be able to access a service that Amazon devices promised to deliver and Amazon’s blatant refusal to allow third-party products via its site makes it harder to find them at a lower price. So not only is cutting ties hurting customers, it will likely harm both their sales too.

So, thanks, Amazon. Your working practices suck and so do your professional relationships with other companies.