With all their funds and data, I doubt Amazon will be left behind. What I wouldn't expect is a paid version of Alexa though. Gemini and Chatgpt are free, so putting Alexa behind a paywall would hurt its popularity and usage. I do expect it to be included in Amazon Prime.
Gemini and ChatGPT arent conversation platforms. They might be in the future.
And it isnt going to incorporate Amazon's data. You cant ask ChatGPT about your Amazon account and when an order is going to arrive. Nor can you order through them for Amazon products.
That is the idea behind SLMs. These are models that are trained in specific areas, either by company or something such as law or medical.