In response to Google’s statement Amazon released one of its own:

“Echo Show and Fire TV now display a standard web view of YouTube.com and point customers directly to YouTube’s existing website. 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.”

For a long time YouTube has dominated the smart phone, but in recent years — thanks in large to the availability of smart TVs and devices like Roku — the company grown its presence on TV sets. In 2016, YouTube’s viewership on TV screens grew 90% compared to 2015, according to the Google-owned company.

“Our fastest-growing area is the big screen, the TV,” explained YouTube’s head of living room products Sarah Ali in an interview with Adage.

With many consumers now buying streaming sticks and smart TVs with YouTube in mind, this new move by Google is likely to have a negative impact on the sales of the Echo Show and Fire TV this Christmas and beyond.