Google boss Eric Schmidt said Monday his company's biggest competition as a search engine came from e-commerce giant Amazon, not from its traditional rivals.
In remarks prepared for delivery in Berlin, Schmidt hit back at accusations that Google as the world's biggest search engine enjoyed unchallenged market dominance, saying that the sector was targeting the company on several fronts.
"Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon," he said.
"People don't think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon." He said that while Amazon's main mission was "the commerce side of the equation", the company was essentially "answering users' questions and searches, just as we are".
He added that Google's outsize market position was under constant threat from upstarts and innovators.
"Someone, somewhere in a garage is gunning for us. I know, because not long ago we were in that garage," he said.