In an effort to compete with video streaming service YouTube, Amazon has applied for a trademark this week called, "AmazonTube" and "OpenTube" as the company's public spat with Google continues to grow.
That's certainly what's suggested by the fact that Amazon has filed for a USA trademark for the names AmazonTube and OpenTube.
With Firefox, Fire TV users can simply load the YouTube site just as they would do on their PC and watch videos as usual, without requiring to download the app as well. And the same can well be used to view YouTube videos on TVs. Amazon claims that its Silk browser has features like home screen bookmarks and customised control buttons on the Fire TV remote.
Sound familiar? Let's be honest: We all know what's going on here.
For many companies, like the bandwidth-starved Netflix, such a task would be herculean.
But that's not the only factor at play. In July, the retailer released an Instagram knockoff, Spark, exclusively for photos of customers with Amazon's products, captioned with affiliate links.
Amazon's plans to introduce its own video streaming service is yet another development in its ongoing feud with Google.
Given the "social media" specification in its filing, this service looking more similar to Spark.
Amazon has now included the Firefox browser on all of its Fire TV devices.
A chance to promote its content, slight Google, and keep customers hooked on the Fire TV?
However, it is said that the company is trying 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.