Forget Apple, Forget Facebook: Here's The One Company That Actually Terrifies Google Execs - Business Insider

Plausible, especially since Amazon has more data than anyone else on what's actually being purchased, not just searched for; tbd, tangentially, if Jeff Bezos still holds GOOG shares from his 1998 Google investment

"What Googlers worry about in private is a growing trend among consumers to skip Google altogether, and to just go ahead and search for the product they would like to buy on Amazon.com, or, on mobile in an Amazon app.
There's data to prove this trend is real. According to ComScore, Amazon search queries are up 73 percent in the last year. But it makes intuitive sense doesn't it?"

Forget Apple, Forget Facebook: Here's The One Company That Actually Terrifies Google Execs - Business Insider