He's not winning across the board; Kindle Fire has not significantly impacted the tablet market (I think it has actually lost share recently), and no one expects their phone to do so either.
And while Amazon has a good digital media business, it would be a stretch to say that they are beating Google or Apple in that space. Only in books does Amazon have a strong digital media share.
> Kindle Fire has not significantly impacted the tablet market
I don't think that's the point of it. Tablets and phones are insurance policies for Amazon; so that they can have some minimal leverage with Apple and Google going into any negotiating table. I don't think it's a coincidence that they started working on them when Apple started messing with the Kindle app.
And while Amazon has a good digital media business, it would be a stretch to say that they are beating Google or Apple in that space. Only in books does Amazon have a strong digital media share.