Taking the long view, the race today is about controlling the voice UI. Everything else is still in development.
Forget personal assistants, The real battle is for voice UIs
Stacey Higginbotham

The 2017 Voice Lab report does a great job summarizing this point. While I do agree that Google’s NLP is much better than Amazon’s, Echo is Amazon’s gateway for becoming THE logistic provider of the future (as Ben Thompson suggested on his stratechery post.

I’m also curious to see how Apple builds out their voice UI with AirPods, and how Samsung uses Viv after their acquisition.