They already do give Google a major run for their money in probably the most important search category - product search, where they have a 54 percent market share. That's the most ad friendly category - people looking to buy stuff! When you want to buy something - how often do you type it into Google, versus go to Amazon and type it into their search bar? I really doubt there's a gentlemans agreement - bezos does not seem like that kind of guy, and they are really causing a lot of pain for Google eating into what should be one of their most profitable advertising streams.

https://www.searchenginewatch.com/2019/08/01/amazon-google-m...