Amazon CEO Jeff Bezos shows off his company's new Fire smartphone at a news conference in Seattle, Washington June 18, 2014.
IN PHOTO: Amazon CEO Jeff Bezos shows off his company's new Fire smartphone at a news conference in Seattle, Washington June 18, 2014. Bezos unveiled a $200 smartphone called "Fire" on Wednesday, equipped with a 3D-capable screen and an ability to recognize music and TV shows, hoping to stand out in a crowded field dominated by Apple Inc and Samsung Electronics. REUTERS/Jason Redmond (UNITED STATES - Tags: SCIENCE TECHNOLOGY BUSINESS TELECOMS TPX IMAGES OF THE DAY) REUTERS/Jason Redmond

Google, Twitch and YouTube nearly hit it off until the merger dissipated. Amazon saw the opportunity and wants to go in for the kill. The retail giant is reportedly acquiring Twitch for $970 million. The company will not operate the video platform separately. Rather, Amazon wants full control of the enterprise. The move poses threat to other advertisers like YouTube and Google should Amazon build its inventory through Twitch. What should people expect?

According to the Motley Fool, Amazon CEO Jeff Bezos has been looking forward to the acquisition. The CEO said in the company's press release: "Broadcasting and watching gameplay is a global phenomenon and Twitch has built a platform that brings together tens of millions of people who watch billions of minutes of games each month -- from The International, to breaking the world record for Mario, to gaming conferences like E3."

"And, amazingly, Twitch is only three years old. Like Twitch, we obsess over customers and like to think differently, and we look forward to learning from them and helping them move even faster to build new services for the gaming community." Bezos added.

According to Venture Beat, Amazon technically stole Twitch from Google. Twitch is a videogame streaming site that can help boost the retail giant's advertising efforts especially with targeted markets like gaming. It can also threaten YouTube with targeted advertising in the long run. The gaming industry is a huge base to tap into. Amazon has been working on establishing a reputation and brand in gaming. Amazon Game Studios has already started working on a number of titles taking inspiration from popular programs in Apple's and Google's app stores.

The timing is excellent for Amazon. The acquisition can help support and strengthen its ecosystem. Analysts think that if Amazon can reconcile these efforts then it can go for the kill - not soon but possibly in the long run. Google appears intent on not letting Amazon get all the credit as it explores retail shopping with its Shopping Express service. The two giants will further compete against its each as their efforts turn full swing soon.