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As the world's largest online retailer, Amazon has tremendous sway over what people buy, while the results delivered by Google's ubiquitous search engine often help determine what people do on and off the web. It's not even a full-fledged app on Fire TV - just a link to a YouTube website designed for mobile devices.

All of which means that Amazon and Google can safely invest in the Apple ecosystem, without fear that they're creating an existential threat.

The decision to block YouTube is retaliation for Amazon's refusal to sell some Google products that compete with Amazon gadgets. Or, rather, what it doesn't stock. Nest being a sister company to Google that makes various net-connected gizmos. Amazon has sold that device for longer than the Echo Show, meaning more customers may now be affected. "We hope we can reach an agreement to resolve these issues soon". Amazon on its part is trying to sort things out with Google.

Separately, Google has pulled support for its YouTube video service from Amazon's Fire TV and Echo Show devices in the latest phase of an escalating war between the two online giants.

The slightly iffy bit about the Apple TV is the choice of native apps in the Apple TV App Store, which still isn't all that great. According to eMarketer, the Roku ($30) is the most popular streaming device in the U.S. Or, for that matter, Apple's MacBooks, iPhones and iPads. At the Recode conference previous year, Amazon CEO Jeff Bezos said: "When we sell those devices, we want our player - our Prime Video player - to be on the device, and we want it to be on the device with acceptable business terms".

Like Apple and iTunes, if you want to see a recent blockbuster film such as Wonder Woman or an episode of The Walking Dead, you'll have to pay extra for it. For cheaper models, you can get that through Roku's smartphone app.

You can get access to Prime Video if you're a paid Amazon Prime member, buy Prime Video on its own, are now in a 30-day free trial of either Amazon Prime or Prime Video, a Prime Student member or any member of an Amazon Household with shared Prime benefits. However, when it comes to "better business terms", it was generally assumed that Bezos was referring to the so-called "Apple tax".

Using the digital media device you can now stream Amazon Prime Original series and movies and watch them on your TV. Instead, European Prime Users must view Amazon's content in the lower quality HDR10.

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Amazon announced the app's availability today (Dec. 6), and laid out all the salient points.

Amazon.com Inc and Apple Inc have partnered to bring the Amazon Prime Video app to Apple TV in more than 100 countries, the companies said on Wednesday.

Six months ago, Apple CEO Tim Cook assured Apple TV users that Amazon Prime Video would be coming "later this year". Prime Video integrates with Apple's TV app, which lists the shows you're now watching and alerts you when new episodes are available. But the rivalry between Apple and Amazon came to an end after Apple TV was allowed on Amazon's website. And while all streaming devices offer more than just video, Apple TV goes much further in offering an iPhone-like experience on a big screen.