Amazon Web Services
September 2005
Werner Vogels
Vice President & Chief Technology Officer
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
•
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’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
•
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.com, .ca, .co.uk, .de, .fr, .co.jp, joyo.com
Search Reviews Wish List
1-Click
Personalization Similarities Order Pipeline
Catalog Payments Associates Shopping Cart
Seller Tools Marketplace
Forecasting
Distribution International
much more…
Web sites
Features
Content
Products
Customers
Orders
Over 975,000 Active Seller Accounts
Amazon Web Services
Shoppers
Developers
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 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?
•
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
•
•
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
Amazon
Alexa Web
E-Commerce Information
Service
Service
(ECS)
(AWIS)
Amazon
Management
Service
Amazon
Simple
Queue
Service
Seller
Integration
AWS – Amazon Web Services
Amazon Web Sites
Amazon.com
Amazon.jp
Amazon.fr
Amazon.ca
Amazon.de
Amazon.co.uk
Amazon Technology Platform
Products
Customers
History
AWS Dataflow
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
•
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
•
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
•
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
•
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
•
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
•
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
•
Over 120,000 developers
•
Associates
•
Marketplace Sellers and Merchants
•
General Developers
•
Integrators and Solution Providers
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
•
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
•
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
ScoutPal founder Dave Anderson
www.scoutpal.com
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
•
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
–
Scalable, hosted queue
–
Build distributed applications
–
Up to 4,000 items per queue
–
Up to 4,096 queues per subscriber
Producer
#1
Amazon
Simple
Queue
Producer
#2
Producer
#3
Consumer
Getting Started with Amazon.com Web Services
•
www.amazon.com/webservices
•
aws.typepad.com
•
Register for a Subscription Id
•
Read discussion board
•
Attend weekly chats
•
Receive Newsletter
•
Build application
Questions ?
Some Other Examples built with ECS
•
Hive Group Honeycomb
•
WWWInkazon
•
Pluck
•
Music Plasma
•
Shopping-Club.biz
Descargar

No Slide Title