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AWS vs Google vs Microsoft: Competition concerns fuel retail war between the big cloud three

While Amazon, Google and Microsoft all claim to be picking up customers in every conceivable vertical market, it is the retail sector where the competition between the big three cloud giants is really starting to get interesting.

More recently, Singapore-based AWS reference customer Trax Retail announced an expansion in the number of cloud providers it deals with to include the Google Cloud Platform, citing customer conflict of interest concerns.

We have a significant franchise working directly with consumer packaged goods (CPG) manufacturers and historically all those deployments are done on AWS,” said Gottlieb.

We still have the option to deploy those programmes on AWS for those manufacturers… [but] we wanted to look for another partner, and the relationship with the Google Cloud Platform has made a lot of sense for us.

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