Google Cloud is now used more than Amazon Web Services (AWS) by retailers, as many do not want to work with a rival.

Market analysis from Canalys explained that while AWS retains dominance in the wider cloud infrastructure market, it is losing ground within e-commerce.

“Due to this competitive aspect, many major retailers have opted to work with other cloud service providers,” said Blake Murray, a research analyst for Canalys.

“By using its strength in advertising and search, Google Cloud can offer retail customers much more than compute and storage," read the report.

AWS currently accounts for around 60 per cent of Amazon’s total income.

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