Here’s Apple’s Latest Amazon Put-down by Philip Elmer-DeWitt @FortuneMagazine November 7, 2015, 4:46 PM EST E-mail Tweet Facebook Linkedin Share icons Apple and Amazon first locked horns in the e-book market, a conflict that dates back to Steve Jobs’ iPad and could end up at the Supreme Court. They’ve done battle in streaming television, with Apple TV carrying every competing TV service except Amazon’s Prime, and Amazon pulling the Apple set-top box from its and all its partners’ online stores. Now, in the shopping category that Apple opened this week on the App Store, the world’s most valuable company has put the largest online store at the bottom of its “shopping essentials” list. Shoppers looking for a place to order gifts on their iPhones this holiday season will have to work their way through a dozen online vendors—big stores (Target and Walmart) and small (Rue, Ibotta, and Houzz)—before they arrive, after Zappos, at Amazon. See also: Amazon dropping Apple TV and Chromecast is understandable, but dumb Apple Thinks It Can Win This Case at the Supreme Court . Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple AAPL coverage at fortune.com/ped or subscribe via his RSS feed. You might also want to subscribe to Data Sheet, Fortune’s daily newsletter on the business of technology.