Among the brightest thinkers in the technology sector, Bill Gurley, did a big interview at an ecommerce seminar.

Those opinions garnered a lot interest.

Yet, he’d equally startling remarks about Google and Amazon.

It is difficult not to be impressed by Amazon after listening to Gurley. It is equally difficult not to be cynical regarding the future of Google.

In a nutshell, Gurley considers that Amazon, through Amazon Prime, has assembled a service which de-escalates the money-making search company of Google.

He’s got a theory called “reversal of funnel.” He says that Google sits on top of the “funnel” right now. Cash gathers from those top links, which are advertisements.

At the base of the funnel are the firms fighting for those clicks. That business has to do a lot to earn money. It must convince you to purchase what you have clicked into. That means designing an appealing site. It means having inventory, which means possessing physical things.

“For a long time, Google was regarded as the best business model potential since they are top of funnel,” says Gurley. “As well as the benefit to being top of funnel is you do the smallest quantity of work and take the most sum of money.”

They trust on cost. Folks do not believe Amazon’s attempting to get em, although that does not mean they’re the absolute lowest cost.

So for a lot of the folks I understand, Prime amounts aren’t disclosed by them, but someone was outside saying, I believe it may be 90 million? You begin your investigations with Amazon with Prime assessed. And the second thing if that does not work you do is Prime is unchecked by you. And if that does not work, you go to Google.

As businesses can boost the base of the funnel that it is not so far worse, you go around Google.

As individuals go around Google, it loses out on an extremely successful element of investigation, which is ecommerce. If you are looking to buy things, more can charge for advertising.

It will not even be close. The Amazon encounter is much superior to the Google experience.

Google’s answer to the success of Amazon looks feeble to Gurley.

We are going to allow it to be possible to close the loop on a Google trade, but it is not set up in a logistically best manner,” said Gurley. “I ‘ve trouble believing that’s optimized in ways which makes economical sense.”