The presentation will discuss some architectural patterns in continuous integration, deployment and optimization and I will share some of the lessons learned from Amazon.com. The goal of the presentation is to convince you that if you invest your time where you get the maximum learning from your customers, automate everything else in the cloud (CI + CD + CO), you get fast feedback and will be able to release early, release often and recover quickly from your mistakes. Dynamism of the cloud allows you to increase the speed of your iteration and reduce the cost of mistakes so you can continuously innovate while keeping your cost down.