Incumbent companies have huge advantages, and it takes a lot to dislodge them even with new technology (as in your Amazon example.) Basically they have to be unwilling to match competitors' tech over a long period of time.

In my life I've seen that happen a handful of times. When it does, it's usually due to (1) tragic management ineptitude over an extended period of time, or (2) fear of cannibalizing an existing profitable business (e.g.,: Kodak refusing to move from film to digital cameras, or the car industry being slow to re-invest away from ICE production.) I see no evidence (yet) that AI-enhanced search is going to threaten Google's core business of "displaying ads on relevant search results", so the main risk here is long-term management failure. Right now Google's management is doing everything it can to signal (to shareholders and partners) that they're going to throw every resource they have at the problem.