This tension often reveals itself to consumers in the form of something dumb, and the current Google-Amazon feud is no different.
The latest bout began when Google removed their popular YouTube video channel from Amazon's Fire TV, their $70 TV device that connects to a variety of video services, such as Amazon Prime video, Hulu, ESPN, and Netflix.
And then Amazon made a decision to just restore YouTube to the Echo Show without Google's permission: A few weeks ago, YouTube returned to the Echo Show, much to the surprise and delight of the Show's userbase, and much to the surprise of Google, who hadn't authorized it and found out about it from the news.
GOOGLE says it will block users from accessing YouTube on some of Amazon's best-selling devices... unless Amazon starts selling Google's products.
YouTube and Google gave statements to The Verge explaining that they are seethed over last month's removal of Nest products like the Nest E Thermostat, Cam IQ, and Secure alarm system from Amazon website.More news: Met office warns of cold weather and possible snow for London
Amazon and Google really don't like each other.
'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. Support on Echo Show is being disabled today while Fire Tv will lose the support on January 1, 2018.
Amazon did not immediately respond when asked if Apple TV will return to Amazon's online store now that it supports Amazon Prime.
"Adding voice experiences will unlock the next level of personalization and help us reach a new generation of consumers", said Tricia Nichols, Estee Lauder's vice-president of global consumer engagement, in a statement according to eMarketer.
Amazon and Google are also competing in cloud computing as well as the market for home assistants - Amazon's Alexa versus Google Home.
'Google is setting a disappointing precedent by selectively blocking customer access to an open website.
The move is undoubtedly a huge blow for Amazon but we hope that the situation can eventually be resolved. Nest is Google's consumer-level home automation company, most notable for their smart thermostats, and has just introduced a new home security system, so Amazon's delisting came at the ideal time for maximum pettiness. However, Google could change its mind if Amazon is willing to collaborate. YouTube users will no longer be able to watch their music videos, unboxing segments, cat clips, and other videos on Amazon devices.