Amazon AWS is the big boy in this industry, and it will continue to be so for the foreseeable future. Amazon has such an unassailable lead that it will be hard for Google or Microsoft to catch up. However, they are slowly inching forward, and it is that movement that will determine the future of the industry. You must understand what makes Amazon so much better, and that is the in-house tools they provide. They can provide a lot more tools than Google and Microsoft, making your experience on their platform a lot better. There are many companies today that could not survive without the tools that Amazon has built. Amazon even has its own custom processors for certain server instances. That level of customization isn't available on any other platform.