Amazon is trying to surround Google Home’s technology. It’s a big push. My opinion is that Bezos knows that Amazon can’t beat Google on the technology side so he’s really determined to surround Google on all the other sides.

First things first. Let’s review the latest moves from Amazon:

1. Amazon now sells Alexa at WholeFoods

Yes, you read it right. You can now put organic sweet potatoes and an Echo Dot in the same, physical, cart.

If you think that it’s awkward and that nobody would buy a technology device at a grocery retail store, think again.

I mean, you could be right. This is clearly a test for Amazon. But think again anyway.

If you go shopping at WholeFoods, you trust the brand. You have available income. You are usually in the perfect demographic for a device like the Echo. Or Google Home.

Since Google does not own any retail store, this is a move that it’s impossible to match for Google — directly. To counter this move, Google may strengthen its partnership with Walmart. But does Google want to be associated with Walmart that much? I mean, Walmart it’s not WholeFoods. The Walmart brand is not hip. Nor hipster. Heck, the Walmart brand is very far from the “do not evil” ethos. I don’t know about you, but I’d more inclined to buy a Google Home at WholeFoods than in a Walmart.

2. Alexa is now BFF with Cortana

Turns out, Amazon and Microsoft have worked together for almost a year in order to make their assistants work together. You will soon be able to summon Cortana using Alexa and vice-versa. This may sound strange, but it actually satisfies a very real need: If your stuff is in the Microsoft ecosystem — say Office365 things — you can now check it out with Alexa.

This is another move that Google can hardly counter. Google is competing with Microsoft directly with its Google for Business products. Have Cortana on Google Home? Does not seem likely. Have your stuff on Office and want to use your voice for it? Looks like you will need an Echo.

Cool but why?

I think that Bezos knows that the Amazon technology behind Alexa is not going to compete with Google’s one. And if you try both Alexa and Google Home you will see that. Google Home is able to answer to a huge number of queries flawlessly. It can keep up a conversation. The Google Home “apps” (called actions) are designed better, and are therefore much easier to use. As soon as Google cracks discovery, the difference is going to 10x. Discovery on Alexa sucks. Imagine what can Google do if they fully apply what they know about search inside a voice interface.

Bezos is aware of that. He does not like to get crushed. He also knows that the technology gap may be impossible to overcome completely. So he will continue move aggressively around the tech in order to keep Alexa relevant. It will be amazing to watch

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