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What are challenges and opportunities for Amazon's partnership with Blue Origin?

On one hand, it would be incredibly convenient for Amazon to use Blue Origin as a launch rocket for their upcoming satellite array. These satellites would enable Amazon to provide better services for their stream and cloud businesses, among other.

On the other hand, because Amazon is a public company, they have to make sure that Blue Origin doesn't just get a contract by default, thus enabling Bezos to stash money from his public company into his private venture.