Amazon and Google have replaced mountains of goodwill with mountains of cold, hard cash that they can use to either buy the competition or pay engineers a lot to build just-about-good-enough versions of things that will keep people from leaving to go to the competition. Either way, competing with Amazon or Google in their main profit centers (retail and cloud in the case of Amazon, or ads and search in the case of Google) is virtually impossible unless you're an already exceptionally big company like Microsoft.

I don't believe any company that doesn't already exist will ever compete at scale with Amazon or Google. Competition in those areas is essentially finished. I would love to be proved wrong though.