I work for getstoryflow.com which is a startup that makes it easy for non technical people to build voice apps.
Recently we came under fire from Amazon for not using their intents system - for no particular reason. Intents are the things Alexa uses to categorize what users want, and perform an action.
We decided to use our own intents on our backend - and Amazon discouraged us… heavily. Why? Because they’re sacrificing short term Alexa voice app ecosystem health to better train their NLP to compete in search as Alexa becomes more ubiquitous. They have app developers make voice apps that train their NLP for them.
Watch, in the next 10 years - Amazon is going to make a serious play at disrupting Googles search business by having Alexa act as a search engine.
Good play Bezos