1. © Amazon.com Web Apps Conference May 15, 2010 Bangalore, India

2. © Amazon.com We strive to be earth’s most Customer-Centric Company Start with the customer and work backwards. Biggest Selection Build a place where people can find and discover anything they want to buy online Endeavor to offer customers the lowest possible price

3. © Amazon.com 94 million active customer accounts $19 billion+ 2008 sales 40+ retail categories International reach: US, UK, Germany, Japan, France, Canada, China 1 million+ active seller accounts 10M+ sq ft fulfillment

4. Amazon Worldwide More than 20,700 Amazonians Worldwide

5. © Amazon.com What we’ve done just this past year… AmazonPayments.com TextBuyIt Number of Books available on AmazonKindle reaches 300,000 (as of 9/8/09) Amazon Virtual Private Cloud Amazon Elastic Block Store Kindle 2 released Expands to the EU

6. © Amazon.com Growth Lower Cost Structure Lower Prices Traffic Sellers Customer Experience Selection & Convenience Our Virtuous Cycle

7. Ordering How hard can this be? I mean, what do you have to do? 1. Customer comes to the site 2. Picks an item 3. Adds it to the shopping cart 4. Clicks confirm C’mon – how hard can that really be? © Amazon.com

8. Well, Let’s Figure This One Out I’m going to buy a book I live in New York I’m an existing Amazon Customer with a long history –And it’s on a credit card »That I’ve used before I’m going to buy that same book And I live in Paraguay And I’m using the site for the first time –With a credit card »That I’ve used before »But on a different account © Amazon.com

9. Let’s Try a Different Problem I’m ready to ship Tina’s Christmas present But... Between the time I’m ready to ship And when I actually do (milliseconds) –Tina’s mom decides she actually wants the blue version – rather than the pink An edge case you say... It never happens you say... But it happened at least 100 times yesterday When you ship over 1,000,000 customer items every day – edge cases happen © Amazon.com

10. Oh, and by the way... You have to store Tina’s order... Forever And a record of her changes –And the taxes »And the payment instrument »And where we sent it »And the data about the blue doll she got – even when the manufacturer discontinues it on December 26 th »Forever © Amazon.com

11. >15 years worth of data For hundreds of millions of customer accounts With billions of orders In 7 countries And by the way – that’s not Joe (who’s been here for forever and knows where all the records are kept) It’s you 16 TB worth of data Doubles every 2 – 3 years Forever © Amazon.com

12. You Get One Guess Where the Holidays Are © Amazon.com

13. Ordering It’s an easy problem You pick an item Add it to your shopping card Click confirm Until you add scale © Amazon.com

14. The Facts More than 4000 orders / minute at peak 16+ TB of data 10,000+ database transactions / second More than 5000 shipments / minute at peak 100,000,000 customers On 7 sites In 9 languages Across 24 timezones And it just gets more interesting every year © Amazon.com

15. Number of sites Size & Complexity of sites Small Huge Large Medium Platform Customers

16. © Amazon.com Elastic Compute Cloud (EC2) Peak Utilization Unutilized Capacity EC2 enables "compute" in the cloud. Obtain and configure capacity with minimal friction. Complete control of your computing resources Execution on Amazon's proven computing environment. Reduces the time required to obtain and boot new server instances to minutes Quickly scale capacity, both up and down Pay only for capacity actually used.

17. © Amazon.com Customers send new or used products to one of over 25 Amazon.com fulfillment centers Amazon stores products in a secure climate controlled facility Customers can send any amount of product and only pay for storage that is being used Amazon fulfills orders when they are received, either from Amazon.com or customers can submit fulfillment order information from other channels directly to Amazon When orders are received, Amazon immediately picks customer products from inventory, professionally packs them and ships them Fulfillment by Amazon

18. © Amazon.com