Amazon runs the world's largest e-commerce marketplace, the most profitable cloud computing business (AWS at $100B+ revenue), the most-watched streaming service (Prime Video), and a logistics network that rivals UPS and FedEx. AWS alone could be a $2T company - it powers the internet for Netflix, Airbnb, and millions of businesses. Advertising is its fastest-growing segment at $50B+. Prime membership locks in 200M+ customers globally.
Key relationships in depth
AWS installs NVIDIA GPUs across its data center fleet while simultaneously developing competing Trainium (training) and Inferentia (inference) custom chips. AWS offers NVIDIA instances as a premium tier for AI workloads requiring CUDA compatibility while pushing proprietary chips for price-sensitive workloads.
Why it matters: AWS's $115B annual revenue (2024) depends on being a full-service AI cloud. Customers building AI models expect NVIDIA availability. AWS cannot maintain cloud leadership without offering state-of-the-art NVIDIA hardware, even as it invests heavily in alternatives.
Apple and Amazon compete across multiple product categories: Apple Music vs Amazon Music, Apple TV+ vs Prime Video, Siri vs Alexa, Apple HomePod vs Amazon Echo, and Apple Pay vs Amazon Pay. Despite competition, Apple distributes its Apple TV+ app and Apple Music on Amazon Fire TV and Echo Show devices, and Amazon is one of the largest resellers of Apple products globally through Amazon.com and its retail stores.
Why it matters: Amazon's distribution network and marketplace provide Apple with significant product reach beyond Apple Store retail, making Amazon one of Apple's largest third-party retail channels. Both companies have strategic incentive to maintain distribution relationships even while competing fiercely in smart home, voice assistant, and streaming categories.
Amazon and Google are the world's two largest cloud providers outside of Microsoft, and their relationship is primarily competitive: AWS holds approximately 30% of global cloud infrastructure market share versus Google Cloud's 13%, but the two companies also maintain selective technical integrations, including a joint multicloud networking initiative launched in 2025 that connects AWS and Google Cloud infrastructure for enterprises requiring seamless cross-cloud data movement.
Why it matters: AWS and Google Cloud signed a multicloud connectivity agreement in December 2025 because enterprises increasingly demand the ability to move workloads between cloud providers without re-architecting applications, and both companies benefit from appearing interoperable rather than siloed. The joint standard allows customers to run latency-sensitive AWS services alongside Google's AI capabilities without expensive data transfer costs.
Amazon and Microsoft are the world's two largest cloud providers, with AWS and Azure together holding over 50% of global cloud infrastructure market share and competing intensely for enterprise AI, cloud migration, and digital transformation contracts. The two companies occasionally cooperate on industry standards (such as interoperability frameworks and security certifications) but compete directly for every enterprise cloud contract, with Amazon winning AWS-first deals and Microsoft winning M365-adjacent cloud migrations.
Why it matters: The enterprise cloud market is large enough for both AWS and Azure to grow simultaneously, but each hyperscaler actively displaces the other in competitive cloud consolidation deals. Microsoft has increasingly won cloud contracts by bundling Azure with M365 and Copilot AI, while AWS has defended its position with depth of services and developer ecosystem advantages that Microsoft cannot replicate.
Relationships are compiled by VexMap from company filings, announcements and reporting, and last reviewed September 2026. Spotted something wrong? Tell us. Not investment advice.