Google considers Amazon its biggest online search rival

Google chairman Eric Schmidt says that Amazon is their biggest competitor when it comes to online search. He made the remark during a visit to the headquarters of Native Instruments, a software and hardware company in Berlin, Germany, explaining that while Amazon is primarily focused on e-commerce, it is essentially answering users questions and searches.

Google chairman Eric Schmidt has said the firm’s biggest rival in online search is e-commerce giant Amazon. Mr Schmidt fought back at claims that Google enjoyed unrivalled dominance of the online search market. “Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon,” he said in a speech in Berlin. Google is in the middle of a European Union probe into its search engine after anti-trust complaints. In February, it avoided paying what could have resulted in billions in fines when it agreed to give equal standing to rival services such as Microsoft in its search results.