© amazon.com web apps conference may 15, 2010 bangalore, india
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© Amazon.com
Web Apps ConferenceMay 15, 2010Bangalore, India
© 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
© 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
Amazon Worldwide
More than 20,700 Amazonians Worldwide
© 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
© Amazon.com
Growth
Lower Cost Structure
LowerPrices
Traffic
Sellers CustomerExperience
Selection & Convenience
Our Virtuous Cycle
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
Well, Let’s Figure This One Out
© Amazon.com
Let’s Try a Different Problem
• I’m ready to ship Tina’s Christmas present• But . . .
Between the time I’m ready to shipAnd 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
Oh, and by the way . . .
© Amazon.com
>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 dataDoubles every 2 – 3 years
Forever
© Amazon.com
You Get One GuessWhere the Holidays Are
© Amazon.com
Ordering
It’s an easy problem
You pick an item
Add it to your shopping card
Click confirm
Until you add scale
© Amazon.com
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
© Amazon.comNumber of sites
Size & Complexityof sites
Small
Huge
Large
Medium
Platform Customers
© Amazon.com
Elastic Compute Cloud (EC2)
PeakUtilization
UnutilizedCapacity
• 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.
© 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
© Amazon.com
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