It is very rare to see public fights in the tech industry.

But it is happening between two tech giants in America – Google and Amazon.

As it happens when two elephants fight, it is the users of the two brands that will bear the brunt of this corporate altercation.

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On Wednesday the public spat got escalated when Google said it would block its video streaming application, YouTube from two Amazon devices.

Google also criticised the online retailer for not selling Google hardware.

In a statement, Google said, “Amazon doesn’t carry Google products like Chromecast and Google Home, doesn’t make (its) Prime Video available for Google Cast users, and last month stopped selling some of (our sister company) 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,” Google said.

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Amazon said in a statement, "Google is setting a disappointing precedent by selectively blocking customer access to an open website".

It said it hoped to resolve the issue with Google as soon as possible but customers could access YouTube through the internet – not an app – on the devices in the meantime.

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