Thing is that it's not a static system. Competition leads to winners growng. Bigger companies enjoy advantages such as economies of scale, brand recognition, established supply chains, and so on.
This means that the initial cost for new players that want ti compete with such companies grows as well. Forx example, a scrappy startup isn't going to be able to take on Amazon.
And if a new company does develop something that gives it a serious advantage then the bigger company can just buy it out.