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Building Blocks of Innovation Web Services Amit Agarwal Director – Amazon Software Development Center, India ( Customers Buyers – over 59 million active customer accounts Sellers – More than 1 million active seller accounts

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Building Blocks of Innovation Web Services

Amit Agarwal

Director – Amazon Software Development Center, India


amazon com customers Customers
  • Buyers – over 59 million active customer accounts
  • Sellers – More than 1 million active seller accounts
    • 30% of total units worldwide are sold by third parties
  • Web Search Users - Users of search technology
  • Web Site Owners (Associates) – people who own Web sites and link to Amazon in return for referral fees.
    • Hundreds of thousands of Associates.
  • Developers – people who use Amazon Web Services to create applications and productivity tools.
    • More than 150,000 registered developers
what is amazon com
What is
  • Amazon is an online retailer
    • Over 59 million active customer accounts
    • Seven countries: US, UK, Germany, Japan, France, Canada, China
  • Amazon is a an E-commerce Platform
    • 1 million+ active seller accounts
    • Platform allows Find, Discover, Buy, Sell and Fulfill
  • Amazon is a Technology Provider
    • 150,000+ developers registered to use Amazon Web Services
    • Hundreds of thousands of Associates
key principles that characterize web 2 0
Key Principles that characterize Web 2.0
  • Web as platform.
  • Data as the driving force.
  • Network effects created by an architecture of participation.
  • Sites composed by pulling together features from distributed, independent developers.
  • Lightweight business models enable by content and service syndication.
  • End of the software adoption cycle “the perpetual beta”.
  • Power of “The Long Tail”.

Amazon Web Services (AWS) Mission

Expose the atomic-level pieces of the 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
aws history
AWS History
  • Launched July 2002
    • News Release: “ Launches Web Services; Developers Can Now Incorporate Content and Features into Their Own Web Sites; Extends ''Welcome Mat'' for Developers”
  • Challenge to developers: Surprise Us!
aws architecture
AWS Architecture







Alexa Web




Alexa Web














Amazon Web Sites

AWS – Amazon Web Services Shared Code

Amazon Technology Platform

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, tags etc.
  • Extended search
  • Remote Shopping Cart
associate example
Associate Example

  • Rich responsive UI
  • Multidimensional query
  • Paid by every time someone clicks on a product and makes a purchase on
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
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

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

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
alexa web search platform service
Alexa Web Search Platform Service
  • Build your own search engine!
  • Provides access to raw documents and metadata
  • Access to multiple 100+ Terabyte crawls
  • Define, Process, Publish concept
    • Define a set of documents (query building)
    • Process the documents (upload program to run on a cluster)
    • Output top storage
    • Publish the output the search index or download bulk
  • Pricing – everything costs $1:
    • 50 GB of data processing
    • 1 CPU Hour
    • 1 GB of data downloaded
    • 4000 web service requests
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
amazon mechanical turk
Amazon Mechanical Turk
  • Automation is wonderful, but certain tasks are still best done by human beings (e.g. finding an object in a photo).
  • What if a computer could ask a human to perform a task and return a result?
  • What if the computer could coordinate many human beings to perform a task?
  • Amazon Mechanical Turk is a web service that allows developers to programmatically integrate “artificial artificial intelligence” into a new wave of applications.
    • Submit Human Intelligence Tasks (HITs) to the Amazon Mechanical Turk web site ( using our APIs.
    • Let workers find the work and complete it.
    • Retrieve completed work and authorize payment.
amazon simple scalable storage amazon s3
Amazon Simple Scalable Storage (Amazon S3)
  • Amazon S3 is storage for the Internet.
  • Amazon S3 provides a simple web services interface that can be used to store and retrieve any amount of data, at any time, from anywhere on the web.
  • Gives developer access to the same highly scalable, reliable, fast, inexpensive data storage infrastructure that Amazon uses to run its own global network of web sites.
  • Pay only for what you use. There is no minimum fee, and no start-up cost.

$0.15 per GB-Month of storage used.

$0.20 per GB of data transferred.

amazon elastic compute cloud amazon ec2
Amazon Elastic Compute Cloud (Amazon EC2)
  • Amazon EC2 is a web service that provides resizable compute capacity in the cloud. It is designed to make web-scale computing easier for developers.
  • Amazon EC2's simple web service interface allows you to obtain and configure capacity with minimal friction.
  • Let’s developers leverage Amazon's proven computing environment.
  • Pay only for what you use.

$0.10 per instance-hour consumed.

$0.20 per GB of internet-traffic used.


Getting Started with Web Services

  • Developer Portal –
    • Register for a Subscription Id
    • Read discussion board
    • Attend weekly chats
    • Receive Newsletter
    • Build and showcase applications
  • Blog –
contact us
Contact Us