Frankly, the rivalry (if there is one) probably plays less a role than you think. Amazon is the one launching these and Bezos no longer runs Amazon. Other post

Frankly, the rivalry (if there is one) probably plays less a role than you think. Amazon is the one launching these and Bezos no longer runs Amazon. Other posters have already pointed out why Amazon would want this. Since they have the money to spare why not roll their own instead of being at the mercy of another company for what could be crucial infrastructure. As for using SpaceX, the person who owns it operates a rival internet satellite network, it’s a conflict of interest. If Amazon doesn’t support an alternate launch provider, SpaceX will have a monopoly and then they are in trouble.