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Amazon Scratch Your Own Itch 2013
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Amazon Scratch Your Own Itch 2013

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  • 1. Scratch Your Own Itch Then scratch theirs. Colin Bodell, VP Website Application Platform and BuilderTools, Amazon
  • 2. Jeff BezOS “I am emphasizing the self-service nature of these platforms because it’s important for a reason I think is somewhat non-obvious: even well- meaning gatekeepers slow innovation”
  • 3. What’s our Approach?
  • 4. Four Things 1. Scratch Our Itch First
  • 5. Four Things 1. Scratch Our Itch First 2. Make It Easy For Our Own People
  • 6. Four Things 1. Scratch Our Itch First 2. Make It Easy For Our Own People 3. Find others with the same Itch
  • 7. Four Things 1. Scratch Our Itch First 2. Make It Easy For Our Own People 3. Find others with the same Itch 4. Scratch Theirs
  • 8. Consumers Retail Customers in nine countries: US, UK, Germany, Japan, China, France, Canada, Italy, Spain
  • 9. Consumers 10s of Millions of Users Retail Customers in nine countries: US, UK, Germany, Japan, China, France, Canada, Italy, Spain
  • 10. Sellers Sell On the Amazon website, leverage Amazon’s fulfillment network.
  • 11. Sellers 10s of Millions of shipped Items Sell On the Amazon website, leverage Amazon’s fulfillment Network.
  • 12. Developers On–Demand Infrastructure for hosting web–scale solutions.
  • 13. Typical Weekly Traffic to Amazon.Com Sunday Monday Tuesday Friday SaturdayWednesday Thursday
  • 14. Sunday Monday Tuesday Friday SaturdayWednesday Thursday Peak Capacity Held
  • 15. Sunday Monday Tuesday Friday SaturdayWednesday Thursday 39% Peak Capacity Held 61%
  • 16. November Traffic to Amazon.Com Black Friday Cyber Monday
  • 17. Peak Capacity Held Black Friday Cyber Monday
  • 18. Black Friday Cyber Monday Peak Capacity Held 76% 24%
  • 19. Developers 100s of 1000s of Businesses On–Demand Infrastructure for hosting web–scale solutions.
  • 20. Sunday Monday Tuesday Friday SaturdayWednesday Thursday Peak Capacity Reacts to Demand Rapid Provisioning to React to Demand Spikes
  • 21. Christopher Tholen, CTO of BandPage “To us, the value of AmazonWeb Services is undeniable – in twenty seconds, we can double our server capacity.”
  • 22. CONTENT CREATORS Self publishing and direct publishing open up the content platform.
  • 23. CONTENT CREATORS 1000 Authors x 1000 Copies A Month Self publishing and direct publishing open up the content platform.
  • 24. Blake Crouch, Author. “I had no idea that March of 2010, the first month I decided to publish on KDP, would be a defining moment in my life.”
  • 25. Example: Simple Email Service
  • 26. SIMPLE EMAIL Service 1. Multiple Amazon teams sending email
  • 27. SIMPLE EMAIL Service 1. Multiple Amazon teams sending email 2. Using simple APIs to send email
  • 28. SIMPLE EMAIL Service 1. Multiple Amazon teams sending email 2. Using simple APIs to send email 3. Multiple EC2 customers installing SMTP servers
  • 29. SIMPLE EMAIL Service 1. Multiple Amazon teams sending email 2. Using simple APIs to send email 3. Multiple EC2 customers installing SMTP servers 4. Disruptive pricing, simple service
  • 30. Jeff Bezos “The most radical and transformative of inventions are often those that empower others to unleash their creativity – to pursue their dreams.”
  • 31. Scratch Your Own Itch Then scratch theirs.

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