Yeah Amazon is pretty much the only competitor to Apple because they have a solid store, like Apple does. They're taking the hardware, and customizing Android and the software, and using their store to distribute apps and digital downloads, like Apple. And because of that, they're successful.
I've been saying for along time now that if any company wants to compete on these mobile platforms (and eventually desktops as well) that they have to adopt this business model.
Amazon did. And now they're owning. Good job Amazon.