Leaders from Microsoft and Google, the Amazon's two top rivals in the cloud industry, both hit a central theme in their presentations on a Tuesday financial event: They should not compete with their own customers.
"I tells you what I see and see if it answers your question, maybe I want to say things like dealers and financial services companies now and now in health care – to see Amazon go into these businesses and say, "Gosh, should I give money to people who are now competing with me?" "Julia White, Executive Vice President of Marketing for Microsoft's Azure Cloud, said in response to a public's question.
Data is a major issue – businesses are unlikely to share it with a competitor, so companies like Kroger, Walgreens and Gap go over to Microsoft Azure, White said.
"We're not going to turn around and compete with our customers. And it's obviously a big, big topic that we also hear about the market, considering the overall trust in Microsoft as a partner, she said.
Thomas Kurian, the new CEO of Alphabet's Google Cloud business, also touched on the subject of his initial pitch on Tuesday.
"Google is very clear that we are here to activate partners, we are not here to compete with partners," Kurian said. In his presentation, he pointed to several private customers, including Best Buy, Home Depot, Metro Group and Target.
AWS has retail customers, as well as financial services and health professionals. The company has previously said that "there are times when there is some degree of overlap with what our customers offer, but most of these market segments are quite large and support multiple successful listings."
But now Google and Microsoft both have active focus on key sectors where Amazon is active – not just retail but also healthcare, after the Amazon buy PillPack and health services with Berkshire Hathaway and JP Morgan Chase.
"The partner meetings I had this morning were," Hey, I used to work with AWS, but now I don't. I'm worried they are competing with me, "said White.
Watch: Aws CEO Andy Jassy Speaks Competition and Innovation