Google Chairman Eric Schmidt said in a speech in Berlin that the company's biggest rival would be Amazon, and not the more commonly suggested Yahoo! or Bing, reports BBC News.

After being questioned on allegations of antitrust in the European Union, Schmidt claims that people do not see its main competitor today because they are fixated on previous competitors in the industry. Google is the king of the search engine, but believes Amazon has its own search inside its e-commerce site.

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This search is harder for Google to crack, because they do not offer the same e-commerce services as Amazon. Instead of using Google to search for products they can buy, normally users head over to Amazon.com.

Schmidt also said he believes the "next Google" is already being worked on, a search engine better than all currently available. It would seem impossible to take down Google, but huge companies like AOL and Myscape have fallen for the same trap, only to be defeated by new startups.

Yahoo, Bing and other search engines hold 10 percent of the total search engine traffic, with Google taking the other 90 percent.

Amazon has been acquiring their way into more markets, recently purchasing Twitch.TV for $970 million. Jeff Bezos has been an avid businessman without Amazon's backing as well, purchasing The Washington Post for $250 million. 

The e-commerce giant is the king of the West, but in China and other parts of Asia, Alibaba rules the roost when it comes to online shopping, making it hard for Amazon to expand. 

TagsEric Schmidt, Amazon, Search engine, antitrust probes