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WHY AND HOW AMAZON MADE WEB
SERVICES WORK
Submitted To :-
Puja Ma’am
Submiited by:-
Varun Vyas
Shikha Bhati
Tushar Bhandari
Siddharth Lodha
Manju Bagrecha
Yogendra Jangid

INTRODUCTION OF
AMAZON
 Amazon. COM, Inc.(1996) is
an American international electronic commerce company with
headquarters in Washington, United States.
 Amazon. COM started as an online bookstore but soon
diversified, selling DVDs, CDs, Video and MP3
downloads/streaming, software, video games, electronics,
apparel, furniture, food, toys, and jewellery.
 The company also produces consumer electronics—notably
the Amazon Kindle e-book reader and the Kindle Fire tablet
computer.
 Amazon is considered the fourth most successful start up
company of all time by market capitalization, revenue, growth
and cultural impact.

$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 200 Countries

 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

 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

Founded in 1996
Third party sites link to Amazon products
First associate was puppynet.com
950,000 associates & growing
Ready market for tools and components

Sellers upload inventory and fulfill orders
Merchants and Pro Merchants
Hundreds of thousands of participants
Seller Tools (e.g. www.sellerengine.com)
Over 21% of transactions

AMAZON TECHNOLOGY
PLATFORM
Search
Reviews
Similarities Order Pipeline
1-Click
Catalog Payments Associates
Shopping Cart
Personalization
Wish List
Seller Tools Marketplace Forecasting
Distribution International much more…
Products Customers Orders
Features
Content
Amazon. COM, .ca, .co.uk, .de, .fr, .co.jp

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

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

PLANNING FOR WEB SERVICES
Business
Licensing
Protocol
Platform
Developer
Support

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

LICENSE - ISSUE
Issues:
Degree of openness
Ensuring developer’s rights
Protecting Amazon’s rights
Ensuring data freshness
Supporting business model
Control of server load

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 24 hours
Store pricing data for up to 1 hour

 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

PLATFORM
Issue: How to create a platform for
developers
Resolution:
Use best practices from software
world
Documented APIs
Stable evolution
Backward compatibility

 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

AMAZON WEB SERVICES
 July 2002 – AWS 1.0
 SOAP and REST interfaces
 SDK
 Basic merchandising capability
 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

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

Amazon
Platform
3rd party’s
Web server
Customer’s
Browser
AWS Web
server
1
5
4 3
2
6
Process flow for a typical AWS
XML or SOAP request: Example

WHAT DOES AWS ENABLE?
Customized Shopping Experience
Rich Presentation
User Stickiness
More Revenue for Associates
New Shopping / Browsing Models

AWS FEATURES
 Search
 Browse
 Product Details
 Similarities
 Accessories
 Availability
 List Mania/ Wish lists /
Registry
 Track Listings
 Customer Reviews
 Sales Rank
 Apparel / Merchant
Details
 Echo / Response
 Blended Search
 XSLT
 Seller Search
 Seller Profile Search
 Marketplace Search
 Exchange Search
 Quick-Click
 Content-Type Switches
 XML + SOAP Support
 Remote Shopping Cart
 Quick Transactions
 Exchange Buy Buttons
 Featured Products
 AWS Developer Tools
 Developer Portal

IN DEPTH EXAMPLE – HACKS MANIA
 Select A Manufacturer
 Find Match a Keyword
 Sort by Sales Rank
 Apply an XSLT Transformation
One link

AWS CHALLENGES FOR
DEVELOPERS
LOTS TO LEARN:-
• XML(extensible Markup Language)
• http(Hyper Text Transfer Language)
• SOAP(simple Object Access Protocol)
• Application Architecture
• Caching

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

AMAZON HACKS
Published 8/2003
Tips and Tools
Shopping
Selling
Developing

CALL TO ACTION
 Visit www.Amazon.COM/ webservices
Get a developer token
Download the SDK (Software Development
Kit)
 Join the community
Create your application
Make money

www.amazon.com/webservices
www.amazon.com/associates
www.simplest-shop.com
www.shopforpowertools.com
 bookstore.webguest.com
www.nba.com
www.hivegroup.com/amazon_dyn.html
www.kokogiak.com/amazon2/default.asp
www.oreilly.com/hacks

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