Completely off topic nit-pick: "It's" is a contraction for "it is" or "it has". "Its" signifies ownership, just like "hers".

"Amazon sells its own brand", since the brand belongs to Amazon. "Even if Google spends its way" since the way belongs to Google.

I know no one likes the grammar police, but it is really distracting to read otherwise well-written comments when they contain such basic mistakes.