Slide1 : Amazon Web Services September 2005
Werner Vogels
Vice President & Chief Technology Officer
What is Amazon.com? : What is Amazon.com? Online Retailer
More than 50 million active customer accounts
Seven countries: US, UK, Germany, Japan, France, Canada, China
E-commerce Platform
975,000+ active seller accounts
Technology Provider
120,000+ developers registered to use Amazon Web Services
Hundreds of thousands of Associates
Amazon.com’s Global Operation : Amazon.com’s Global Operation 7 Web sites
9,000 Employees
20 Fulfillment Centers Worldwide
Ship To More Than 225 Countries
49% of all shipments are delivered outside of the USA (2004)
44% of worldwide net sales is from the international segment (2004)
Amazon.com Fulfillment and Warehouse Center : Amazon.com Fulfillment and Warehouse Center
Amazon.com’s Global Development : Amazon.com’s Global Development Main goal is to drive innovation on behalf of customers
Innovation in many areas
E-commerce
Search (A9.com)
Amazon Web Services
Personalization
Supply Chain
Seller Platforms
Digital Initiatives
Small, loosely-coupled development teams comprised of the world’s brightest software developers and computer scientists
Teams in the US, UK, India and South Africa
Amazon.com Customers : Amazon.com Customers Buyers – over 50 million active customer accounts
Sellers – More than 975,000 active seller accounts
26% of total units worldwide in Q4 2004 were sold by third parties
Web Search Users - Users of A9.com search technology
Web Site Owners (Associates) – people who own Web sites and link to Amazon in return for referral fees. Hundreds of thousands active associates.
Developers – people who use Amazon Web Services to create applications and productivity tools.
More than 120,000 registered developers
Amazon E-commerce Technology Platform : Amazon E-commerce Technology Platform
Amazon E-commerce Technology Platform : Amazon E-commerce Technology Platform
Over 975,000 Active Seller Accounts : Over 975,000 Active Seller Accounts
Amazon Web Services : Amazon Web Services Shoppers Developers
The Amazon Web Services Mission : The Amazon Web Services Mission Expose the atomic-level pieces of the Amazon.com platform so that software developers can build their own innovative and revenue-generating Web sites and applications.
The Web Services Concept @ Amazon : The Web Services Concept @ Amazon The Programmable Web Site:
Highly interoperable programming interface
Remote access to data and functionality
Decoupling of data and presentation
Creation of a platform to attract software developers
Unlocking creativity
Leveraging technology investment
Why Does Amazon offer Web Services? : Why Does Amazon offer Web Services? Amazon has valuable data and technology
Partners (Associates, sellers) want our data and technology
Third-party developers extend Amazon’s technology platform
They surprise us by building features we never thought of
Lead ecommerce and Web development
Driving fundamental shift in software development
Leveraging others’ innovation
Empowering entrepreneurs
Facilitate the introduction into new markets
AWS Roots : AWS Roots The very successful Associates program required better tools
for building more complex web sites
For addressing an ever expanding dynamic item collection
The mobile Amazon Anywhere program
Innovation on the mobile platform
Addressing different form factors, interface languages & connection types
Separating data from UI
Server side data pre-processing
AWS Components : AWS Components
AWS Dataflow : AWS Dataflow
AWS - E-Commerce Service (ECS) : AWS - E-Commerce Service (ECS) Detailed information on all Amazon.* products
Real-time pricing and inventory information
Millions of product images
Customer-created content
Reviews, Wish Lists, etc.
Extended search
Remote Shopping Cart
History: AWS-ECS version 1.0 - July 2002 : History: AWS-ECS version 1.0 - July 2002 Oriented around Product Display services
Ability to retrieve product information via Keywords, ASIN, Browse Node, Lists, Manufacturer, Artist, Author, etc.
Ability to modify Amazon.com Shopping Cart through addition of 1 or more items.
Ability to maintain client-side cookies (a client-side shopping cart) before posting updates to Amazon.com's Shopping Cart
Ability to view lowest 3rd Party offering prices.
Ability to use SOAP and XML/HTTP.
Ability to transform results into various Mark-up languages using XSLT service
Heavy and Lite response formats
Paging Capabilities for some retrieval methods.
History: AWS-ECS version 2.0 - October 2002 : History: AWS-ECS version 2.0 - October 2002 Driven by direct Associate & Developer feedback
Ability to sort results by alpha, featured, price, pub. date, or avg. customer review
Oriented around 3rd Party Offering Display Pages ( SDP centric-> new, used, collectible, refurbished )
Ability to do all product search
True availability information
Browse Node ID/Name information
Integrated Shopping Cart Service Support via the OA/ECOS servers
Ability to search for Wish lists via ID
Ability to allow 3rd parties to split-up a customer's ordering experience
Documentation which allows the addition of marketplace items to the shopping cart or customers to enter the order pipeline.
History: AWS-ECS version 2.1 - March 2003 : History: AWS-ECS version 2.1 - March 2003 Feedback from Associates and developer indicating a need to access the international sites.
Access to Amazon.co.uk and marketplace offerings via the 1.0 & 2.0 interfaces
Bug fix release
History: AWS-ECS version 3.0 - May 2003 : History: AWS-ECS version 3.0 - May 2003 Targeted at very big website developers who wanted co-branded order pipelines, etc.
Increased Amazon internal use of web services.
Complete Web Services Developer Studio that contains upload, download, tools, and links to online resources and examples.
Rights management for select partners: Silver, Gold, Platinum
Support for 1-Click
True Co-Branded Order Pipeline available to select Silver/Gold/Platinum merchants/partners
True Co-Branded Account Creation/Manipulation available to select Platinum merchants/partners
First level of ISV/3rd party development company support of complete platform
AWS-ECS version 4.0 - October 2004 : AWS-ECS version 4.0 - October 2004 A lessons-learned & maturing release, largely based on customer feedback
Establishing ECS as a solid platform for future development
Access to all international sites
Additional product information
Additional product images
All customer reviews
Extended search
Enhanced shopping cart
Wish list search
Precise response groups
Multi-operation and batch operations
Detailed error messages
Self-describing help
AWS E-Commerce (ECS) Data Types and Functions : AWS E-Commerce (ECS) Data Types and Functions Shopping Cart - Create, Modify, Add, Get
Catalog - Search
Catalog Item - Lookup, Similarity Lookup
Customer Content - Lookup
Seller - Lookup
Seller Listing - Lookup
Transaction - Lookup
List – Search, Lookup
Who uses Amazon.com Web Services : Who uses Amazon.com Web Services Over 120,000 developers
Associates
Marketplace Sellers and Merchants
General Developers
Integrators and Solution Providers
Associate Example : Associate Example Registered Associate
Allows customers to shop for virtually any product Amazon.com sells
Built technologies that Amazon.com does not offer, like a comparison engine
Paid by Amazon.com every time someone clicks on a product and makes a purchase on Amazon.com www.simplest-shop.com
Marketplace Seller Example : Marketplace Seller Example Registered Marketplace seller
Built technology that lets employees scan barcodes, price, and list books in a matter of seconds
Adds 10,000 books every day (250,000 total listings)
Makes more money because they can list more books at more competitive prices
www.thriftbooks.com
Solution Provider Example : Solution Provider Example Built scanning device for “book scouts”
Scan the barcode, send call to Amazon, see prices, inventory, reviews – on site, instantly!
Marketplace sellers can buy inventory smarter
Scoutpal Subscription is $9.95/month or $29.85/quarter
www.scoutpal.com ScoutPal founder Dave Anderson
Integration Provider Example : Integration Provider Example Early AWS developer
Helps retailers integrate with Amazon Marketplace
Helped Savers Inc. sell thousands of books a week instead of paying to recycle them
Monsoon’s solutions built on AWS allow retailers to:
Manage, upload inventory
Price competitively
Fulfill orders
www.monsoonretail.com
Alexa Web Information Service (AWIS) 1.0 Highlights : Alexa Web Information Service (AWIS) 1.0 Highlights Alexa Web Information Service
Access to 100 TB of Alexa crawl data
4 billion web pages
5 functions:
URL information
Browse Category
Web Search
Crawl Meta Data
Web Map
Amazon Simple Queue Service : Amazon Simple Queue Service Scalable, hosted queue
Build distributed applications
Up to 4,000 items per queue
Up to 4,096 queues per subscriber
Getting Started with Amazon.com Web Services : Getting Started with Amazon.com Web Services www.amazon.com/webservices
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Questions ? : Questions ?
Some Other Examples built with ECS : Some Other Examples built with ECS • Hive Group Honeycomb
• WWWInkazon
• Pluck
• Music Plasma
• Shopping-Club.biz