1. Case Study: Why and How Amazon Made Web Services Work Jeff Barr (jbarr@amazon.com) Technical Program Manager

2. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Amazon.com Quick Facts > $1B Technology Investment > Sites in 6 countries > More than 7000 Employees > 9 Distribution Centers Worldwide > More than 13,000,000 Products in Our Catalog > Ship To More Than 220 Countries

3. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS > Earth’s Biggest Selection The place where people can find, discover and buy anything they want to buy online > Earth’s Most Customer-Centric Company Start with the customer and work backward Be The First Place People Come to Look for *Anything* Amazon.com Vision

4. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Amazon Customer Sets > Buyers – the 31 million people who bought stuff on Amazon last year > Sellers – merchants who sell on Amazon’s platform (21% of total Amazon transactions) > Web Site Owners (Associates) – people who own Web sites and link to Amazon in return for referral fees > Developers – people who use Amazon Web Services to create applications and productivity tools

5. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Amazon Associates Program > Founded in 1996 > Third party sites link to Amazon products > First associate was puppynet.com > 1,000,000 associates & growing > Ready market for tools and components www.amazon.com/associates

6. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Amazon Merchant Program > Sellers upload inventory and fulfill orders > Merchants and Pro Merchants > Hundreds of thousands of participants > Seller Tools (e.g. www.sellerengine.com)www.sellerengine.com > Over 21% of our transactions www.amazon.com/sellers

7. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Amazon Technology Platform Search CatalogPaymentsAssociates SimilaritiesOrder Pipeline 1-Click Shopping Cart Personalization Wish List MarketplaceForecastingSeller Tools ProductsCustomersOrders Internationalmuch more…Distribution Reviews Features Content Amazon.com,.ca,.co.uk,.de,.fr,.co.jp

8. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS The Road to Web Services (2002) > Partners needed better access to data > Some obtained data feeds (text or XML) > Others scraped the site to obtain: Descriptions Images Prices Availability > This was expensive and fragile

9. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS The Web Services Concept > The Programmable Web Site: Support for industry standards Remote access to data and functionality Decoupling of data and presentation Creation of a platform to attract software developers Unlocking creativity Leveraging technology investment www.simplest-shop.com

10. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Planning for Web Services > Business > Licensing > Protocol > Platform > Developer Support

11. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Business Model > Issues: No revenue model Usage fees (per-call, per-month, per-app, etc.) Profit center > Resolution: Profit center Extend Amazon Associates model Support Associates and Sellers

12. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS License - Issues > Issues: Degree of openness Ensuring developer’s rights Protecting Amazon’s rights Ensuring data freshness Supporting business model Control of server load

13. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Licensing - Terms > Resolution: Use data to create applications 1 call per second Cannot resell our data Can display and use data Must link to our site Store non-pricing data for up to 3 months Store pricing & availability data for up to 1 hour

14. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Protocol > Issues: Support SOAP or XML over HTTP (REST)? > Resolution: Let developers make the choice Support both > Observation: SOAP is industry standard However, SOAP makes up just 15% of calls to AWS

15. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Platform > Issue: How to create a platform for developers > Resolution: Use best practices from software world Documented APIs Stable evolution Backward compatibility

16. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Developer Support > Issue: How to help developers to succeed How to communicate with developers How to create a scalable support model > Resolution: Online discussion board Weekly developer chats Regular newsletter Frequent releases (fixes and features) Online FAQ

17. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Amazon Web Services > July 2002 – AWS 1.0 SOAP and REST interfacesSOAPREST SDK Basic merchandising capabilitymerchandising Data from US site > November 2002 – AWS 2.0 Marketplace support Quick-Click > April 2003 – AWS 3.0 Seller APIs Remote Shopping Cart Data from UK site > July 2003 Data from German and Japanese sites

18. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS AWS API Categories > Merchandising Access to rich product information 4 locales (US, UK, Germany, Japan) > Selling Merchant product & inventory upload Shipping report download > Buying Remote Shopping Cart Quick-Click Links www.hivegroup.com/amazon_dyn.html

19. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS How AWS Works Amazon Platform 3 rd party’s Web server Customer’s Browser AWS Web server 1 5 3 4 2 6 Process flow for a typical AWS XML or SOAP request: ExampleExample

20. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS What does AWS Enable? > Customized Shopping Experience > Rich Presentation > User Stickiness > More Revenue for Associates > New Shopping / Browsing Models www.kokogiak.com/amazon2/default.asp Amazon Research and Reference Pane

21. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS AWS Features Search Browse Product Details Similarities Accessories Availability ListMania/Wishlists/Registry Track Listings Customer Reviews Sales Rank Apparel / Merchant Details Echo / Response Blended Search Text Stream Search XSLT SellerSearch SellerProfileSearch MarketplaceSearch ExchangeSearch Quick-Click Content-Type Switches XML + SOAP Support Remote Shopping Cart Quick Pay TM Transactions Exchange Buy Buttons Featured Products AWS Developer Tools Developer Portal

22. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS In Depth Example – Hacks Mania > Select A Manufacturer > Find Match a Keyword > Sort by Sales Rank > Apply an XSLT Transformation > One linklink

23. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS AWS Challenges for Developers > Lots to learn: XML SOAP XSLT HTTP > Application Architecture > Caching

24. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Web Services Best Practices > Cache data to improve performance > Log successes and failures > Handle error conditions > Degrade service if necessary > You are building a distributed application: More moving parts More things can go wrong plan for failure

25. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Amazon Hacks > Published 8/2003 > Tips and Tools > Shopping > Selling > Developing www.oreilly.com/hacks

26. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Call to Action > Visit www.amazon.com/webserviceswww.amazon.com/webservices Get a developer token Download the SDK (Software Development Kit) > Join the community > Create your application > Make money

27. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Questions?

28. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Thanks for Listening!

29. > ABOUT AMAZON.COM > WEB SERVICES > WEB SERVICES > TECHNOLOGY > SOLUTIONS > BENEFITS Links Reference > www.amazon.com/webservices www.amazon.com/webservices > www.amazon.com/associates www.amazon.com/associates > www.simplest-shop.com www.simplest-shop.com > www.shopforpowertools.com www.shopforpowertools.com > bookstore.webguest.com bookstore.webguest.com > www.nba.com www.nba.com > www.hivegroup.com/amazon_dyn.html www.hivegroup.com/amazon_dyn.html > www.kokogiak.com/amazon2/default.asp www.kokogiak.com/amazon2/default.asp > www.oreilly.com/hacks www.oreilly.com/hacks