Google is coming after Amazon.com, just not with brick and mortar stores as Android chief Andy Rubin told reporters at Mobile World Congress earlier this week.
According to a report in Wired, Google's search engine technology is the weapon that a wide variety of companies are using in attempts to take market share away from Amazon.
Among the firms competing with Amazon is Inkling, a digital textbook publisher, which divides chapters into "cards" that can be viewed for free for a limited period of time. Each card, which has its own URL, is indexed and appears in Google searches. The search results, in effect, act as a storefront for Inkling.
Matt MacInnis, founder and CEO of Inkling, told Wired consumers search online "looking for knowledge. They're not looking for books. They never were."
How big a threat, directly or indirectly, does Google pose to Amazon.com?