The Amazon-SpaceX alliance also highlights broader tensions. Lawsuits, such as the 2023 shareholder claim against Amazon for allegedly excluding SpaceX due to personal rivalry, were dismissed, paving the way for collaboration. Meanwhile, emerging players like AST SpaceMobile prepare to deploy satellites, adding pressure, as noted in recent CNBC reports. For Amazon, this means balancing in-house development at Blue Origin with external partnerships to meet deployment goals.