That fact become blatantly obvious this week when Amazon unveiled a slew of new Alexa-enabled devices. Google took a difference stance, claiming Amazon's implementation of YouTube on the Echo Show violates their terms of service and creates a broken user experience. Apparently Google was hoping to incorporate the tech into something more akin to a full size television, but the reality of needing to keep up with Amazon in the market for home-based devices forced them to go for something much less radical.
The new device offers much better sound than the original Amazon Echo, thanks to support for Dolby Audio, which means it'll compete more directly with products such as the Sonos Play:1 and even Apple's upcoming HomePod, the latter of which is due out before the holidays.
It is unlikely that your Echo will suddenly start blasting out the weather report, but it may make a tone sound, or light up part of the ring on your device.
The event also included a new Fire TV with 4K HDR video support with 2160 pixels resolution at 60fps.
Similar to the other Amazon Echo devices, Google's current home assistant, Google Home, lacks a screen.
Once you've set up Alexa calling and messaging, your own mobile number is linked to the device and will show up to recipients when you call.
Recent rumours have suggested Google is on a similar track.
With the Echo going almost three years without a hardware update, speculation grew that Amazon was planning to release its next Echo model, especially as a way to better compete with the upcoming, higher-end Apple HomePod speaker, priced at $349.