If you ask someone on the street to name the most exciting tech companies right now, nearly all of them would include Apple in their list. Most would mention Google and Facebook. Some would throw in Twitter, maybe a little Groupon (despite recent Groupon Challenges">challenges), and possibly some Zynga action (particularly if they're on Farmville or any of the other games).

Ask them about Amazon and they'd probably associate them with books and possibly the Kindle. The public perception is that Amazon is a good, large company with their own niche. Most wouldn't realize that the Seattle-based company is being called by Forbes more innovative than Apple and Google. They may or may not know that Amazon Web Services is arguably the leader of the future in cloud computing. They are probably unaware that Amazon is more than a book-store-killer.

Amazon is a growing force in several aspects of the tech world. With Apple, Google, and Microsoft dominating headlines, Amazon is the "other" tech company that is not only in the same league, but arguably in the best position to grow in 2012.

In NASCAR, "drafting" is a technique that allows a car to maintain speeds while spending less gas by staying right on the tail of the car in front. In so many areas, Amazon is sitting in the #2 spot, allowing the bigger player in each segment to get the attention while Amazon coasts right behind. Here's how they're doing it:

Digital Offerings

Powering some of the most high-traffic websites in the world through their cloud service is huge, but Amazon has their eyes on much more.

In the video world, their Prime Instant Videos is a Netflix competitor that could be bolstered if they are able to win the Hulu bidding war. Netflix is the undisputed leader and there are several different services fighting for #2, but Amazon is clearly the best positioned to not only stay at #2 but eventually make a move if and when Netflix starts to face too many challenges.

Their MP3 and cloud music offerings will take a chunk out of the current iTunes domination and is arguably a better overall service. Apple has redefined the way we acquire and listen to music. The trail has been blazed. Now Amazon is happy to play second-fiddle to Apple's music empire.

The Appstore for Android is underdeveloped, but that will change dramatically once the demand is there. Unlike WebOS, all that Amazon needs to make it successful is the devices that can bring the developers into the mix. Because it's Android, they don't need developers to build anything special. They simply need to upload the Apps to the Amazon variation.

In the ever-growing gaming industry, Steam has a lot going for it, but Amazon is doing just fine and gamers are starting to see deeper discounts from time to time on Amazon.

Do you see the trend? In most of the digital realms through which Amazon has embarked, they have achieved a comfortable #2 position.

Last week, we learned that there's another major product that could give Apple a run for its money this holiday season.

It's Not An iPad Killer

Apple has the hottest tablet out there in the iPad 2. Anything that comes close to it in price will fail, as most potential buyers will go after the Apple product when price is taken out of the equation.

One thing that Apple does not have (yet) is an iPad mini. This is where the upcoming Amazon Tablet steps in. With a 7" touchscreen, Android OS, and the perfect price tag of $249, it's poised to be the big hit of the holiday season, just as the Kindle was a couple of years ago.

It will not be an iPad killer. It isn't meant to be. It's the less-expensive alternative from a trusted brand with a convenient size. It's the perfect Christmas gift and will sell like mad.

Perfect Timing

As one business model faces challenges, having others available to step in is what separates the best companies from the short-timers. Apple has stood the test of time despite near-collapse 15 years ago. Google has perservered despite constant failures in every revenue-generator outside of Adwords.

Amazon is facing a similar challenge with the "Affiliate Tax" that is spreading from state to state. They continue to get creative with the way they're fighting the battle and they're trying to innovate the way they deliver their products to their customers, but the changes to their website are clear indicators that they believe their sustainable future is in digital rather than physical.

Here, let's take a look at the Affiliate Tax in this infographic from our friends at Intuit. Click to enlarge.