Brand Intelligence Graphplatform
Company Overview
About AWS
Amazon Web Services (AWS) is the cloud computing division of Amazon.com, Inc. (NASDAQ: AMZN) — headquartered in Seattle, Washington — operating the world's largest and most comprehensive cloud platform with 200+ services spanning compute (EC2, Lambda, ECS, EKS), storage (S3, EBS, EFS), databases (RDS, DynamoDB, Redshift, Aurora), AI and machine learning (SageMaker, Bedrock, Rekognition, Polly), networking (VPC, Route 53, CloudFront CDN), developer tools (CodeBuild, CodeDeploy, CodePipeline), and industry-specific cloud services for healthcare, financial services, and government. AWS generated $115 billion in revenue in fiscal year 2024 (+18% year-over-year) and $33 billion in Q3 2025 revenue (+20% year-over-year), maintaining approximately 30% global cloud infrastructure market share as the largest of the three dominant hyperscale cloud providers.
Business Model & Competitive Advantage
AWS's market position rests on its 2006 first-mover advantage (S3 and EC2 launched in 2006, establishing AWS as the default cloud platform during the pivotal decade of enterprise cloud migration) and its depth of service portfolio: AWS offers 200+ services compared to Azure's 200+ and Google Cloud's 150+, but AWS's services have the longest track record of production deployments, the most mature pricing models, and the deepest partner ecosystem (100,000+ APN partners providing migration, managed services, and industry solutions). The AWS Marketplace (10,000+ third-party software listings deployable directly into AWS accounts) and the 4.19 million active AWS customers (357% growth since 2020) create the platform flywheel — more customers attract more ISV integrations, which attract more enterprise buyers. AWS Bedrock (managed access to foundation models including Anthropic's Claude, Meta's Llama, and AWS's own Titan models) is the AI infrastructure layer that has become the fastest-growing AWS service category.
Competitive Landscape 2025–2026
In 2025, AWS (NASDAQ: AMZN) competes in the cloud infrastructure, PaaS, and AI cloud platform market with Microsoft Azure (NASDAQ: MSFT, ~23% cloud market share, fastest-growing due to Microsoft 365 and Azure OpenAI integration), Google Cloud (NASDAQ: GOOGL, ~12% cloud market share, AI/ML strength from DeepMind and Vertex AI), and Oracle Cloud Infrastructure (NYSE: ORCL, enterprise database migration) for enterprise and developer cloud infrastructure spending. The generative AI infrastructure buildout (AI training and inference compute) is the primary growth driver in the 2025-2026 cloud market — AWS Trainium (custom AI training chips) and Inferentia (inference chips) provide the custom silicon alternative to NVIDIA GPU instances that enterprises are deploying for large-scale AI model training. The 2025 strategy focuses on AWS Bedrock enterprise AI platform growth, the Amazon Q AI assistant for developer productivity and enterprise knowledge management, and defending market share against Azure's OpenAI partnership advantage in enterprise AI procurement conversations.
The AWS Story
The Breakthrough Moment
In 2003, during an executive retreat at Jeff Bezos's house, Amazon's leadership conducted an exercise identifying core competencies and realized the company had become highly skilled at running reliable, scalable, cost-effective data centers. Jassy and Bezos recognized this as an opportunity to offer infrastructure services to external customers, leading to the vision of AWS.
Original Mission
"To transform Amazon's internal infrastructure capabilities into accessible, scalable cloud services that enable businesses of all sizes to leverage enterprise-grade computing power and data storage on demand"
Founders
Recent Activity
View all →Today, AWS announces the addition of AWS Local Zones to the Region selector in the AWS Management Console, providing a unified experience across AWS global infrastructure. AWS Local Zones now appear alongside AWS Regions in the Console's top navigation, making it easier for customers to quickly navigate to the Console page for managing their resources in AWS Local Zones. Now, when customers select the Local Zones tab in the Region selector, they will see all opted-in AWS Local Zones in one place. Clicking on an AWS Local Zone takes customers directly to its parent Region's Console page to view and manage resources. This capability streamlines navigation for customers operating across multiple AWS Local Zones parented to different AWS Regions. This capability is available across all AWS Local Zones in public AWS Regions. To get started, navigate to the Region selector in the AWS Management Console . For more information, see the AWS Local Zones documentation.
AWS Glue zero-ETL integrations are now available in the Asia Pacific (Mumbai) region. With this expansion, customers in the Asia Pacific (Mumbai) region can now use zero-ETL integrations to simplify their data pipelines, reduce data movement latency, and accelerate time-to-insight for analytics and machine learning workloads. Zero-ETL integrations offer a set of fully managed integrations by AWS that minimizes the need to build ETL data pipelines for common ingestion and replication use cases. You can use zero-ETL to replicate data from sources such as Amazon DynamoDB, Oracle Database@AWS, self-managed databases (Oracle, SQL Server, MySQL or PostgreSQL), and supported SaaS applications including Salesforce, SAP, Zendesk, and Zoho CRM directly into target analytics data stores without writing or maintaining ETL pipelines. It automatically handles schema mapping, change data capture, and incremental data replication, eliminating the need to build and manage complex data pipelines by your
Amazon Lightsail content delivery network (CDN) distributions now support IPv6-only instances as origins. This feature enables customers to use IPv6-only instances to deliver content through the Lightsail CDN distributions with low latency and high transfer speeds worldwide. With this launch, customers can run their websites and applications on cost-effective IPv6-only instances while seamlessly serving content to all end users, including those on networks that don't yet support IPv6 connectivity. Previously, only IPv4 and dual-stack instances were supported as origins for Lightsail CDN distributions. With this launch, customers can also use IPv6-only instances as origins for their Lightsail CDN distributions, making applications running on those instances accessible to all end users, regardless of whether end users have IPv6 connectivity. Lightsail CDN distributions support multiple origin types including instances, containers, buckets, and load balancers. Amazon Lightsail is availabl
Today, we are announcing that Amazon Elastic VMware Service (Amazon EVS) now supports up to 32 ESXi hosts per environment, double the previous limit of 16 hosts. Amazon EVS gives you flexibility in how you configure VMware Cloud Foundation (VCF) domains and clusters within an environment. You can put all your hosts into a single large cluster, spread them across several smaller clusters, or any combination that fits your needs. With this release, you can now submit a service quota increase to scale up to a total of 32 hosts and reduce the operational overhead of managing multiple environments. This latest release is available in all regions where Amazon EVS is offered. For more details on the steps and procedure, visit the Amazon EVS product detail page and user guide.
AWS SAM CLI now supports AWS CloudFormation Language Extensions , enabling you to reduce duplication in your infrastructure as code (IaC) templates while retaining the full local development workflow. This accelerates your serverless development by letting you define resources once and iterate locally without waiting for cloud deployments. Developers frequently need to define multiple similar resources, such as Lambda functions, DynamoDB tables, or SNS topics, from a single template definition. However, developers who use SAM CLI to build, test, and deploy their serverless applications previously could not process templates that use CloudFormation Language Extensions. This required choosing between reducing template duplication and using SAM CLI for local development. Now, SAM CLI processes Language Extensions in memory for local operations while preserving your original template for CloudFormation deployment. You can define your resources once and test them locally across all SAM CLI
Amazon Redshift now supports writing directly to Apache Iceberg tables via the AWS Glue Data Catalog (awsdatacatalog) mount and ALTER TABLE DDL statements to modify the schema, partitioning, and properties of Apache Iceberg tables. With write access through the auto-mounted awsdatacatalog, you can land Redshift transformations in your data lake for any engine to query without creating external schemas—particularly useful for Iceberg tables federated with AWS Lake Formation. Supported ALTER TABLE operations include ADD/DROP/ALTER columns, RENAME COLUMN, SET TABLE PROPERTIES to overwrite the default compression type, and ADD/DROP/REPLACE PARTITION FIELD to adapt partitioning strategies as data volumes grow. Previously, updating the structure of Iceberg tables required deleting the table and its data, adding complexity and latency to data pipelines. Tables modified by Redshift remain compatible with other Iceberg-compatible engines, including Amazon EMR and Amazon Athena , prese
Amazon SageMaker Studio IDEs, including JupyterLab and Code Editor, now support GPU capacity reservations through SageMaker Flexible Training Plans (FTP) , giving you predictable access to high-demand, high-performance computational resources within your budget. By leveraging FTP, you can achieve up to 65% cost savings compared to On-Demand instances while running ML workflows in JupyterLab or Code Editor. FTP provides a fully self-serve procurement experience. To get started, navigate to the SageMaker FTP console and select your preferred instance type, reservation length, and start date for your Studio IDE workload. Review your order, complete the purchase, and wait for the plan to become active. When creating a Studio app from the SageMaker Studio UI, select your purchased plan from the Instance dropdown. SageMaker provisions the instance automatically with no infrastructure management required on your part. As your plan nears expiration, the IDE proactively notifies you, giving you
Amazon CloudWatch Logs now supports retrieving up to 100,000 results using the Logs Insights query language. Customers can specify the limit in their query using the LIMIT command. Previously, customers were limited to 10,000 results and had to split their queries into smaller time ranges to retrieve all results. With this launch, customers can view a larger set of results and use existing features such as patterns, visualization, and export on the full 100,000 result set. The GetQueryResults API has also been updated to support pagination; each invocation can return up to 10,000 results along with a token that can be used to fetch the next set of results. The increased query result limits are available in all commercial AWS regions. You can execute queries and view up to 100,000 results using the Amazon CloudWatch console, AWS CLI, AWS CDK, and AWS SDKs. To learn more, see the Amazon CloudWatch Logs documentation .
Amazon EMR Serverless is now generally available in six additional AWS Regions - Asia Pacific (Hyderabad), Asia Pacific (Malaysia), Asia Pacific (New Zealand), Asia Pacific (Taipei), Asia Pacific (Thailand), and Mexico (Central). Amazon EMR Serverless is a deployment option in Amazon EMR that makes it simple and cost effective for data engineers and analysts to run petabyte-scale data analytics in the cloud. With EMR Serverless, you can run your Apache Spark and Apache Hive applications without having to configure, optimize, tune, or manage clusters. EMR Serverless offers fine-grained automatic scaling, fast launch times, customizable worker configurations, and support for batch, interactive and streaming workloads. To get started, visit the Amazon EMR Serverless User Guide . For pricing info, visit the EMR Serverless pricing page .
Today, AWS announces that the AWS Partner Central agents now accelerate opportunity creation through natural language conversation. AWS Partner Central agents , released on March 16, 2026, are AI-powered capabilities built on Amazon Bedrock AgentCore that help partners surface pipeline insights, advance deals with next-step recommendations, and identify funding opportunities. With this update, partners create opportunities through a short conversation instead of completing a multi-step form, so partner sales teams spend less time on data entry and more time selling. Partners describe a deal in natural language, upload meeting notes, proposals, or call transcripts (PDF, DOCX, Excel, TXT), or clone an existing opportunity. The agent extracts the information, enriches customer details, and recommends improvements — such as adding missing context, correcting field values, or strengthening the business problem statement — so partners submit higher-quality opportunities, improve pipeline hyg
Amazon Connect Cases now supports editing and deleting related items, and deleting cases directly from the agent workspace without administrator help. Agents can update comments, unlink contacts associated with the wrong case, or delete cases opened in error. Agents can also create, edit, and delete custom related items such as orders, returns, and invoices to capture additional case context. Amazon Connect Cases is available in the following AWS regions: US East (N. Virginia), US West (Oregon), Canada (Central), Europe (Frankfurt), Europe (London), Asia Pacific (Seoul), Asia Pacific (Singapore), Asia Pacific (Sydney), Asia Pacific (Tokyo), and Africa (Cape Town). To learn more and get started, visit the Amazon Connect Cases webpage and documentation .
Amazon Relational Database Service (RDS) for PostgreSQL announces Amazon RDS Extended Support minor versions 11.22-rds.20260224, 12.22-rds.20260224, and 13.23-rds.20260224. We recommend that you upgrade to these versions to fix known security vulnerabilities and bugs in prior versions of PostgreSQL. Amazon RDS Extended Support provides up to three additional years of critical security and bug fixes beyond a major version's end of standard support date, giving you more time to upgrade to a new major version. Learn more about Extended Support in the Amazon RDS User Guide . You can upgrade your databases during scheduled maintenance windows using automatic minor version upgrades. To simplify operations at scale, enable automatic minor version upgrades and use the AWS Organizations Upgrade Rollout Policy to orchestrate thousands of upgrades in phases, first to development environments before upgrading production systems. You can also use Amazon RDS Blue/Green deployments with physical repl
Company Timeline
Major milestones in AWS's journey
Leadership Team
Meet the leaders behind AWS
Matt Garman
Third CEO of AWS, appointed June 3, 2024. First product manager of AWS who helped build and launch core services. Joined Amazon in 2005 as an MBA intern and became full-time employee in 2006. Over 20 years of experience at Amazon and AWS.
Peter DeSantis
Long-time AWS executive since 1998 who played critical role in building AWS from its 2006 launch. Key architect of EC2 (Elastic Compute Cloud). Promoted to Amazon's S-team (senior leadership) in 2019. Known for Monday Night Live keynote tradition at re:Invent.
Werner Vogels
VP of Amazon and AWS CTO since January 2005. Joined Amazon in September 2004 as director of systems research. Holds Ph.D. in computer science from Vrije Universiteit Amsterdam. Thought leader on distributed systems and author of 'All Things Distributed' blog.
Greg Pearson
Leads combined AWS Global Sales, Worldwide Public Sector, Greater China Region, and Sales Strategy and Operations. Responsible for managing relationships with enterprise customers and government sectors globally.
Ruba Borno
Leads combined Channels and Alliances organization including Worldwide Specialist Organization. Manages partner ecosystem and channel strategy for AWS services globally.
Uwem Ukpong
Leads Global Services Organization with expanded scope including Sovereign Cloud team and International Product Management. Manages professional services and consulting for AWS customers worldwide.
Kathrin Renz
Leads AWS Industries organization focused on bringing industry-specific solutions to customers across vertical markets and specialized business domains.
Key Differentiators
Market Leader
AWS is recognized as a market leader in the Cloud Infrastructure sector, demonstrating strong industry presence and customer trust.
Enterprise Scale
With $115B in revenue, AWS operates at enterprise scale with proven market validation.
Significant Market Share
Commands 30% of the market, indicating strong competitive positioning and customer adoption.
Top 3 Ranked
Ranked #1 in the Cloud Infrastructure category, consistently recognized for excellence.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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