I think what Amazon is doing is more ambitious and far reaching that everything else Google does. Even now choosing amoung an astronomical amount of goods in an app and have them delivered reliably in days->dozen of hours[->hours->minutes in the future ?] is near the sci-fi realm, is more desirable than self-driving cars, and has more impact on everyday life than any computing product (bar 3D printing).

Even on digital goods Amazon dos better than Google's content shops, with the exception of apps.

Retail as a concept feels boring, but what Amazon does has real practical effects on everyday life, and they are pushing the boundaries further and further where no company cared to go until now.

Thinking that on top of all of this their business model is actually sane, I'd root for Amazon any day (except for how they treat warehouse employees, but that would be another topic)

PS: An anecdote: after an heavy earthquake, when everyone is busy hording food and water supply from brick and mortar chains, amazon was still delivering anything including emergency goods anywhere accessible at day+1 delivery. It was mind blowing.