Agreed, but the reality is that Amazon has over a decade of experience in dealing with publishers. Neither Google nor Apple is going to catch up with that. Google just realizes they have a risky high-margin business and they need to diversify. They're doing so on both novel and established areas.

Outside the obvious A9 disaster, Amazon doesn't usually chase the competition. They have a low margin business, meaning they don't have a fierce bite, but do have a long breath. They start early to become the leader and then try to maintain their position. Apparently quite successfully.