It’s Google vs Amazon in the battle for supremacy in the search engine

For the past many years the technology titan Google has locked its horns against Yahoo and even Bing in tight fight for dominance in the online search engine market. However, Amazon gradually made improvements and now dislodged Yahoo Inc. and Bing as the biggest rival of Google in the online search segment.

Google chairman Eric stated that Google is not taking pleasure of being unchallenged in the online search segment as it is now has found a new contender in e-commerce behemoth Amazon.

In a speech in Berlin, Germany, Schmidt quipped, “Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon.”

Google is currently being grilled by the European Union after series of anti-trust complaints are lodged against the company.

The company steered clear from what could have paved the way for paying billions in fines if it agreed to provide equal status to rival online services like Microsoft on its search engine results.

Mr. Schmidt stressed that the battle in the realms of the internet is not often tit for tat. He added that people don’t consider Amazon as a form of a search engine, but if you are in search for something to purchase, you will usually visit Amazon.

Mr. Schmidt quoted, “They are obviously more focused on the commerce side of the equation, but, at their roots, they are answering users’ questions and searches, just as we are.”

True to the words of Schmidt, Amazon which is touted as the largest online retailer is making its further felt in the technology industry by whipping up efforts that are away from its comfort zone and is also seeking to venture on uncharted territories.

Few months back, Amazon had purchased live-streaming gaming network Twitch Interactive for a lofty amount of $970m. This acquisition marks the biggest the company has ever had since it was incepted 20 years ago. There was an earlier report about Google having a negotiation with Twitch.

Although Google has the lion’s share of the online search segment at 90%, Mr Schmidt is anxious of the “next Google,” as he said, “Someone, somewhere in a garage is gunning for us. I know, because not long ago we were in that garage. Change comes from where you least expect it.”

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