Prediction :- Google wins over Amazon
If you look at hte history of computing the architecture of choice is a (simple) function of the cost of use and utility of :- CPU, Storage, Bandwidth ( Bus, LAN, WAN) and a I/O, skill base plus the curved ball of applicable laws and taxes..
Mainframe - Mini- Micro - LAN mini - LAN Micrtos - Distributef WAN mini - Distributed WAN micro - Cloud...
Historically the price of moving the data has been the biggest factor. Putting all data into one place and just moving the I/O is currently best.
Note that if this is the case, then the BIG DATA farms where everyone can access the "global data flows" will win.
I.e. Google will win as they collect the most
Amazon's only defence is to put in a DATA sharing collective into their model. Though Google doesn't have the "privicy" problem as they "own" most of the data in their cloud, so don't fall foul of privicy laws
BTW. This doesn't just apply to computing, physical sales have followed the same function. with corner shops - super markets- hypermarkets- On-line - off-shore...
Exercise, do the line for virtual sales such as games and predict the future for yourself!