Amazon trademarked two potential YouTube rivals amid its feud with Google that prompted the Alphabet-owned company to pull the world's most popular video streaming service from a number of the e-commerce giant's products. The Seattle, Washington-based firm filed for trademarks on "Amazon Tube" and "Open Tube" (stylized as AMAZONTUBE and OPENTUBE) with the United States Patent and Trademark Office earlier this month, on the same day when Google officially announced the discontinuation of YouTube for the Firestick TV and Echo Show devices but after already demonstrating an ambition to do so on a permanent basis.
Not many other details on Amazon's plans are currently available, but the trademarked terms and their timing appear to be indicative of a YouTube rival being in the works. Amazon already invested billions into its Prime Video service but hasn't seriously forayed into user-made videos, though its vast and continuously growing library of original programming may be used for promoting the service, possibly even being utilized for a creation of an equivalent to YouTube Red. The description of the two trademarks explicitly states they're meant to describe an online service for sharing "non-downloadable" and "pre-recorded" videos, audio, images, text, and other kinds of data, clearly hinting at a streaming platform in the vein of YouTube. While some industry watchers are speculating Amazon's launch of an online video platform with the word "tube" in its name would prompt a legal challenge from Google, the merits of such complaint would likely be slim since it doesn't own a trademark on the word "tube" and would hardly be able to argue that Amazon's hypothetical offering is easily mistaken for YouTube.
The feud between Amazon and Google started after the former refused to sell Chromecast products and some other devices from Google, with the Mountain View-based tech giant deciding to pull YouTube from Fire TV and the Echo Show in response. YouTube is currently set to be discontinued on Amazon's devices starting January 1st, though both companies already confirmed they're in talks to settle the matter beforehand so as to avoid negatively affecting consumers' experiences with popular electronics. The chances that the dispute is actually solved within the next ten days remain unclear.