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Web Apps ConferenceMay 15, 2010Bangalore, India

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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

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• 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

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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

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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?

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Well, Let’s Figure This One Out

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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

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Oh, and by the way . . .

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>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

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You Get One GuessWhere the Holidays Are

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Ordering

It’s an easy problem

You pick an item

Add it to your shopping card

Click confirm

Until you add scale

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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

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© Amazon.comNumber of sites

Size & Complexityof sites

Small

Huge

Large

Medium

Platform Customers

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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.

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• 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

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