Exactly. All the big players are in competition with each other. Amazon and Google are at loggerheads over Android. But Amazon and Apple are competing in the online media delivery market too (Google is playing there too, but is a distant fourth right now to those two and Netflix). Microsoft doesn't care about Amazon, but wants a piece of the mobile OS market and the internet search world. And there are a hundred other smaller software companies and hardware OEMs trying to catch the stuff that drops out of the hands of the big folks.

There really aren't any major "alliances" right now. It's a mess.