They don't get a whole lot richer this time, though. Google
It's not that bad for Amazon, though. Call it a cost-savings initiative while the online retailer digs deeper into more-promising ventures.
Getting a foot in the door very early on, as Amazon did in the cloud-computing sector, is very different from throwing your hat in the ring when the pecking order was established years earlier. You have to build a much better mousetrap to pull the me-too stunt off, like Google did in the late 1990s. And Alexa wasn't it.
Amazon's EC2 cloud-computing platform was an early entrant into that new and promising market, and seems to be holding its own against lumbering giants like IBM