What company is Google terrified of??

It’s very easy to get caught up in the Android versus iPhone duel and Google’s recruiting battles with its newly-public Silicon Valley neighbor, Facebook.

But neither one of those companies worry Google executives as much as another that is actively taking money out of their pockets.

Google’s real rival, and real competition to watch over the next few years is Amazon.

Google is a search company, but the searches that it actually makes money from are the searches people do before they are about to buy something online. These commercial searches make up about 20 percent of total Google searches. Those searches are where the ads are.

What Googlers worry about in private is a growing trend among consumers to skip Google altogether, and to just go ahead and search for the product they would like to buy on Amazon.com, or, on mobile in an Amazon app.

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