Uber is a people delivery company, but they've had a lot of bright engineers working for them on their infrastructure and software over the years, and that work has rippled out through the industry.
Amazon (in VMWare's words) is "a company that sells books", and their leadership couldn't accept they were losing to them ("I look at this audience, and I look at VMware and the brand reputation we have in the enterprise, and I find it really hard to believe that we cannot collectively beat a company that sells books.").
In the same way than Amazon spin-up AWS, they are quite leveraging their tech experience.