Amazon should have won in very few of the markets it entered. Instead, its competitors just decided to lie down and die, with a couple of yelps on their way to their death.
If we want real competition in the search engine space, Google's crawl should be opened up as a "common crawl", accessible to any company that wants to pay a nominal sum to access it for building an index.
Once AWS started really making money, there's not many companies that could realistically beat Amazon. How do you beat them when they can use tactics like what happened with diapers.com? How many companies can afford to run what is likely their main revenue source at a $100,000,000+ loss every three months just to keep Amazon out of a market that wouldn't even be a top 5 revenue stream for Amazon?