Until the end of 2019, the American Google Company was the guardian of the largest data portal in the world, and no company can threaten its existence, except that since the beginning of 2020 this is no longer the case, as there is its citizenship company «Amazon» that entered the new contract with strong competition represented by All of the searches, the data generated from and accompanying them, the targeted advertisements and the profits based on them, all of which together represent the beating heart of Google.
This new information about «Amazon» presented by the analyst specializing in the affairs of «Android» and digital audio aids, JR Raphael, in a lengthy analytical article published on the «Computer World» specialized in technology, entitled: «Google’s biggest concerns in 2020 is not what you expect ».
Raphael considered that "Amazon" has developed a long-term strategy that threatens "the beating heart of Google" in three ways, as follows:
Smart Voice Search
Google’s power triangle begins with a giant search engine that can no longer be rivaled, and it has become the global default mode in which all other search engines dwindle across the Internet. Amazon is well aware of this fact, and thus it attacks Google’s search engine, not Through an alternative search engine, but rather through a different tool that does not perform the search process, but adds to it a new link, which is smart search by voice, either by itself or by employing the search engine «Google» itself, and therefore it is a strategy of containment not confrontation, exploitation and employment, not displacement and erasure .
As for the "Amazon" tool in it, it is its smart voice assistant, "Alexa", which is spreading globally at an incredible speed that exceeds the capabilities of the competing "Google Voice Digital", which has several folds.
In this context, "Amazon" focuses its efforts to make "Alexa" to infiltrate every part of people's lives, to become the approved, fast, smart and effective research portal for billions of people around the world.
And Amazon achieved a good performance on this track. In the third quarter of 2019, it managed to sell 10.4 million units of the Echo smart home microphone, based on Alexa's voice assistant, while Google sold only 3.5 million units of its smart microphone. Google Home, and Amazon also managed to sell 2.3 million units of small home screens supported by Alexa and Eco, while Google sold 700,000 units of the competitive display supported by Google Home.
Data generation
Google relies on generating data on users by tracking searches through its giant engine, and linking it with the users' data that it has, as well as by tracking their movements across the web and its various other products and services, while Amazon generates data through huge electronic retail activities through Its location, during goods deliveries, and through "Alexa" that generates data from its users.
Here Raphael says that "Amazon" knows where people live, because it provides the delivery addresses and credit cards they use, as well as the age of the children from the records, and who is suffering from a cold at the moment, from the cough syrup you are marketing. Such information makes it go well with Google, and even surpasses it, and this is the second deadly concern for Google, which is that there will be someone to compete with it in producing quantitative and qualitative data.
Advertising market
Google achieves most of its income from ads that are generated from data and searches, which is the same thing that «Amazon» has become remarkably competitive, and its power is growing rapidly, as it also has data generated from Alexa and its structure The infrastructure associated with retail trade, and thus it became easy for them to manage huge targeted advertising operations, which Google and Google surpassed.
EMarketer, which specializes in e-commerce and digital advertising research, estimates that Amazon’s share of digital advertising related to searches will jump to 16% in the next two years, instead of 13% at the end of 2019, while Google’s share will decrease from 73% In 2019 to 70.5% in 2021.
smart phones
Amazon does not have a preference for Google in the production of the largest and most widespread mobile operating systems, which is «Android», as well as smart «Pixel» phones, but it has very strong marketing programs, including the “Prime Exclusive Phones” program, which sells “Amazon” Through hundreds of millions of mobile phones produced by "Sony" and "LG" at great discounts, in exchange for subscribing to the Prime service, whose annual subscription amounts to only $ 119. And in this program comes Android phones pre-loaded with the Alexa voice assistant in a binding way, and in a way that the program cannot be removed from them, which paves the way for Amazon to have a very wide floor in the world of mobile phones, and makes it once again ride Android, as it caught a drive Search by.