You are correct. Moreover,amazon uses one platform to support others. For example the eCommerce platform is supported by AWS. I would rather look at amazon as a

You are correct. Moreover,amazon uses one platform to support others. For example the eCommerce platform is supported by AWS. I would rather look at amazon as a portfolio of platforms. This model is very hard to beat, since usually the emerging platform operate at a loss, which is big barrier to entry. The key to win here is not to fight the emerging platform but the supporting platform. For example, if one attack AWS, it would likley take down the eCommerce part.