Amazon needs to stay ahead of competition from Microsoft, analysts say - Business Insider

has 15.5%, Chinese cloud giant Alibaba has 7.7%, and Google has 4%. All of those companies allow customers to rent functionally unlimited computing power from their own hyperefficient data centers.

"They're building new industries along the way, and customers are still innovating with them," Wang said. "The market is changing. Microsoft Azure is gaining market share and mindshare as well but it's because there are a lot of pre-existing contracts. Google was seen as the place to go for AI and ML, but what Amazon has tried to do was narrow the perception."

"The elephant in the room during much of re:Invent was Microsoft, which has made impressive strides in cementing itself as the No. 2 cloud provider and threw AWS for a loop with the JEDI win," William Blair analyst Jason Ader wrote in a note.

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