Amazon had a $7B biz in 2015[0]. I am on mobile but I believe they have more servers than google. obviously, it fits with my personal narrative/is self serving, to say that the war for search is coming, but it is.
Microsoft basically modeled azure as a more user friendly AWS, and is courting devs with the release today of integrated code search with hacker rank, as well as the push to open source a ton of tooling (similar to googledocs enterprise strategy) to get developers on the platform.
msft also is pushing blockchain on azure, likely because it is interesting to developers and they have failed miserably to get payments done like apple & google.
Search is going to be big as ecosystems narrow, however outside of this, and to your point, AWS is a very valuable part of AMazons strategy.
Never in the world (maybe robber baron era but quite dif) has anyone owned the entire channel.
Amazon:
1. Retailer of physical things.
2. marketmaker for physical things.
3. producer, market maker, and retail distribution for dogital goods.
4. last-mile delivery of physical goods.
5. backbone provider for phys goods (registered shipping broker)
6. owner of infrastructure of most of the conpetitors. in the christensen innovators dillemma sense, they don't have it. if someone does sonethong better than them and scale, they are hedged by getting paid for theyre infrastructure.
so interesting stuff. as search becomes less of a monopoly and continues to be edged out by ancilliary products, google is going to invest heavily in infrastruct. you can see them doing this now as they get cash together, tighten focus and embrace this meta stricture.
Short Term, AMZN is likely to be richest company in the world. excepting maybe Apple as they continue to build product & transition into an o2o Bank & Finance institution. they already are quite large, having users with accounts, they're own quasi credit card & payment system, and capital reserves. this lesves aside their lending activities (at tje supply chain level) snd affiliate marketing with barclaycard ect
0. http://www.businessinsider.com/why-amazon-is-so-hard-to-topp...