Google has the worst customer service ever. When they come into your market, all you have to is hammer their customer service, in advertising if necessary. If you have great customer service, nobody will take a chance with them because their track record of customer service is so horrendous and well documented.
With Amazon, as stated in the article, it's not their niche. As soon as they started in your market, start running promotions for discounts for Amazon Prime customers. Pretty sure once they can't sustain their growth, they'll bail out of your markets.
Both companies have fatal flaws and are just being opportunistic. If this guy hangs in there, it won't take much to deal with them properly.