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Fórum E-commerce Brasil 2010: Jinesh Varia
Amazon operates three main businesses - consumer retail, seller services, and developer services. The consumer retail business has over 80 million active customer accounts across seven countries. The seller services business allows over 1.3 million merchants to sell on Amazon websites and leverage their fulfillment network. The developer services business provides on-demand infrastructure and tools for building scalable web solutions to hundreds of thousands of customers.
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Fórum E-commerce Brasil 2010: Jinesh Varia
- 3. Amazon’s Three Businesses Consumer (Retail) Seller Developers & Business Business IT Professionals 80+ Million active Sell on Amazon On-demand customer accounts websites - 1.3 Million infrastructure for Merchants hosting web-scale Seven countries: US, solutions UK, Germany, Japan, Use Amazon France, Canada, technology for your Hundreds of China own retail website thousands of registered customers Leverage Amazon’s massive fulfillment center network
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- 5. Amazon’s History in30 Seconds • Transformations – From single seller to 1M+ sellers – From technology consumer to technology provider – From single application to platform – From web site & database to a massively distributed system – From web site to web services – From enterprise scale to web scale
- 6. Lessons Learned Build forScale Massively App Server & Service Scalable Database Orientation Services
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- 8. Develop Test Operate
- 9. Undifferentiated heavy lifting • Hardware costs • Software costs • Maintenance • Load balancing • Scaling Develop Test • Utilization Operate • Idle machines • Bandwidth management • Server hosting • Storage Management • High availability
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- 12. Lessons Learned Leverage the Cloud Build for Scale Massively App Server & Service Scalable Database Orientation Services
- 13. Lessons Learned Leverage the Cloud Build for Scale Scalability Massively App Server & Service Scalable Database Orientation Services
- 14. Amazon e-commerce strategy Wide Selection Customers Want Fastest Lowest Delivery Price
- 15. Massively App Server & Service Scalable Database Orientation Services
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- 18. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Massively App Server & Service Scalable Database Orientation Services
- 19. The AWS CloudPlatform Tools to access services Cross Service features Platform building blocks Infrastructure building blocks
- 20. Platform that providesfoundation to build innovation solutions on top Platform that provides abstraction to hide underlying layers (hardware and software) Platform that is self-service The Cloud is a Platform for Platforms
- 21. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Massively App Server & Service Scalable Database Orientation Services
- 22. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Massively App Server & Service Scalable Database Orientation Services
- 23. Automate Everything Deployment
- 24. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation Massively App Server & Service Scalable Database Orientation Services
- 26. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation Massively App Server & Service Scalable Database Orientation Services
- 27. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation API-driven Massively App Server & Service Scalable Database Orientation Services
- 29. Predicting Infrastructure costsis not easy Infrastructure Cost $ Large You just lost Capital customers Expenditure Predicted Demand Traditional Hardware Opportunity Cost Actual Demand Automated Elasticity time
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- 33. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation API-driven Massively App Server & Service Leverage Elasticity and Save Scalable Database Orientation Services
- 34. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation API-driven Massively App Server & Service Leverage Elasticity and Save Scalable Pay-as-you-go Database Orientation Services
- 35. Cloud Security Implement Securityin every layer With Cloud, you get physical security for free Network security is easy to automate Application security will be your responsibility Have a security strategy
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- 37. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation API-driven Massively App Server & Service Leverage Elasticity and Save Scalable Pay-as-you-go Database Orientation Design with Security in Mind Services Secure
- 38. Listen to customers,not the HiPPO (Highest Paid Person in the Organization)
- 39. Simple A/B testingExperiment at Amazon.com Add an item to your shopping cart at a website Principal SDE had an idea of showing recommendations based on cart items Pro: cross-sell more items Con: distract people from checking out (increase average basket size) (reduce conversion) HiPPO (Highest Paid Person’s Opinion) : Stop the project Simple A/B testing experiment was run, wildly successful
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- 41. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation API-driven Massively App Server & Service Leverage Elasticity and Save Scalable Pay-as-you-go Database Orientation Design with Security in Mind Services Secure Experiment Often Focus on Your Idea
- 43. Every e-commerce applicationwill/should have Rich media experience Real-time presence driven User generated content Multi-device access Social graph based Reviews and Recommendations Geo-diversity Integration with social networks Innovative ways to make payments
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- 50. Every e-commerce applicationwill/should have Rich media experience Real-time presence driven User generated content Multi-device access Social graph based Reviews and Recommendations Geo-diversity Integration with social networks Innovative ways to make payments
- 51. Every e-commerce applicationwill/should have Rich media experience Real-time presence driven User generated content Multi-device access Social graph based Reviews and Recommendations Geo-diversity Integration with social networks Innovative ways to make payments Powered by the Cloud
- 52. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation API-driven Massively App Server & Service Leverage Elasticity and Save Scalable Pay-as-you-go Database Orientation Design with Security in Mind Services Secure Experiment Often Focus on Your Idea
- 53. Lessons Learned Leverage the Cloud Build for Scale Scalability Build an E-commerce Platform Self-Service Design for Automation API-driven Massively App Server & Service Leverage Elasticity and Save Scalable Pay-as-you-go Database Orientation Design with Security in Mind Services Secure Experiment Often Focus on Your Idea