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Interestingly, the article suggested that Amazon, in being both the distributor and the cloud provider, may be able to increase their advantage by exploiting information they hold on competitors.

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Certainly just the simple ability to see which accounts are scaling up or down and spending metrics can provide a huge business edge right?

Maybe. Still wouldn't be as much as google knows. Via android phone locations, apps installed, what people are saying in email/gchat/gvoice conversations, google home histories, youtube, etc. Not mentioning their other services like google cloud.

It would be very easy to use that data to know when and with who to invest.

They already know all the detailed information about their third party sellers and they also directly compete with them as well.

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