Here are the ways Google and Amazon are fighting

The heavyweight bout between tech titans Alphabet Inc.-owned Google and Amazon.com Inc. shot into public view this week, as Google pulled its YouTube streaming service from some Amazon devices, prompting barbed statements from both companies claiming it was the other’s fault.

YouTube’s disappearance from Amazon’s Fire TV and Echo Show gadgets is just the latest example of how the two firms are increasingly embroiled in competition across a number of business units. Ranging from advertising to hardware to software, the two giants are increasingly on a collision course, competing for the same dollars.

See also: Amazon brings Prime Video app to Apple TV devices

Here are a few of the ways Amazon AMZN, +0.94%  and Alphabet GOOGL, +1.29% GOOG, +1.32%  are increasingly rivals:

Advertising

The bulk of Alphabet’s revenue is from ads, logging about $24 billion in revenue in the third quarter between the ads it sells on its own branded websites such as Search and Gmail, and the ads it serves via its tech on third-party sites. All of Google’s other revenue totaled $3.7 billion in the most recent completed quarter.

While at its core Amazon is an e-commerce firm, it has in recent years taken its place among the advertising tech giants of the internet. According to Forrester, WPP PLC WPP, +0.37%  , one of the world’s largest advertising agencies, spent $2.6 billion on Amazon’s ad products in 2016, which puts it in line with spending on Facebook Inc. FB, +1.87%  and its ad platforms.

Read: Google Finance portfolios are disappearing

The reason: data.

“Amazon has a massive amount of value when it comes to audiences and transactional data,” said Forrester analyst Joanna O’Connell. “That’s incredibly valuable to marketers trying to reach people looking to buy products.”

To muddy the waters further, internet users often go to directly to Amazon when searching for products and doing product research, in part because of Amazon’s dominance in retail. As a result, O’Connell says that Amazon has essentially become a new entrant in the search business and 31% of adults online in the U.S. used it research their most recent purchase.

Unlike Google, it’s unclear from Amazon’s financial statements how much cash its ad business is generating. But if WPP’s $2.6 billion is an indication, it’s likely many more billions. Unlike its core e-commerce retail business—which often loses money or operates on razor-thin margins—advertising is likely extremely profitable. By way of example, Facebook’s third-quarter profit of $4.7 billion was nearly half of its $10.3 billion in sales.

Cloud

Amazon Web Services, Amazon’s cloud computing division, has been on a rampage since the company began to break out results for the unit in March 2015. In the first quarter of 2015, AWS reported revenue of $1.56 billion; as of the third quarter of 2017, AWS banked $4.58 billion in sales.

See also: Amazon is worth so much because its cloud business is tech’s true unicorn

It’s less clear how much Google makes from its cloud division because the company bundles that revenue with its hardware and software sales in a product segment called “Google Other.” That unit reported total third-quarter revenue of $3.4 billion. The Mountain View, California-based company has said its competitive edge in cloud computing lies in its efforts to leverage artificial intelligence and machine learning to bolster its offerings.

See also: How Google generated a few extra billion dollars

Hardware

Amazon’s Echo and Echo Dot smart speakers were a surprise hit, selling millions of units in a category of product that previously didn’t exist. With a well-reviewed new line of Echo products released in the fall, Google has some catching up to do with its line of smart speakers. Google’s fall hardware announcement also included several new smart speakers, including the Home Mini, that leverage Google’s search and artificial intelligence tech.

Related: Everything Google announced at its Pixel event

Streaming boxes and dongles are another area where both companies produce hardware, and part of the reason Google shut off YouTube from Amazon’s streaming devices is because Amazon doesn’t sell Google’s Chromecast, or support Google Cast at all. Amazon also recently de-listed several of Google’s Nest smart-home products like the Nest Secure and E Thermostat, around the time Amazon announced new smart-home products.

Both companies also make tablets—Amazon’s are relatively cheap with many under $100, compared with Google’s Pixel C priced at $599.

Software

Neither Amazon nor Alphabet reveals exactly how much revenue apps generate for the companies in their financial statements. On Amazon’s Fire devices, which run a modified version of Google’s Android operating system, the company has shut out the Google Play app store and forces users to buy apps from its own version—thus keeping Google from claiming any revenue cut from app or subscription purchases.

Google Play revenue is also bundled with Google’s cloud and hardware sales, and executives suggested in the most recent quarter that it was the second largest portion of that segment behind cloud. For comparison, Apple Inc.’s software and services division, which includes the cut it takes from app and subscription purchases through its App Store, has grown to become the second largest revenue provider behind iPhone sales. Apple reported nearly $30 billion in software and services revenue in its most recent fiscal year, which ended at the end of September.

Related: Apple is about to get a lot more of your money

The two companies have also been moving up the market capitalization charts at fast rates, though Alphabet has a sizable lead after becoming just the second company to surpass a $700 billion valuation, after Apple. Amazon, which surpassed a $500 billion valuation earlier this year, has gained 53.7% so far this year, while Alphabet’s class A shares have added 30.3% and the S&P 500 index SPX, -0.01%  has increased 17.4%.

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