Amazon and Rival retailers are much smaller than you think

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Amazon, as the biggest online trading giant, can be feared and considered an enemy by retailers of all kinds, with its proven disruptive impact. But when is it Amazon's parent as its AWS cloud service? In fact, there is a lot of love, even from rivals. & Nbsp;

From an online grocery retailer based in Ocado – UK, helping the first American grocer, Kroger, improve his delivery game – at & nbsp;Bonobos, men's clothing brand– Owned through an acquisition by none other than Walmart – these merchants are "turning to AWS" or using some of its services, according to case studies, presentations and other data available to the public . & Nbsp;

Yes, even though Walmart has & nbsp;would have has asked its technology vendors to stop using AWS and has signed an agreement to use the Microsoft Azure cloud while Target & nbsp;uses Google Cloud, AWS remains the world's leading provider of cloud services, favored by many competing retailers. including those it can still discuss whether to sell on its e-commerce platform. & nbsp;

Other AWS customers include high-end Nordstrom, GameStop, UK, Sainsbury's, and Europe's leading online fashion platform, Zalando. Nike, Under Armor, Lululemon, Brooks Brothers and Coach Tapestry are also using this service. & Nbsp;

& Nbsp; Kellogg, McDonald's and DoorDash Demand Food Delivery Service also use AWS. Outside the retail trade, & nbsp; he & nbsp; among the customers of NASA, GE, Johnson & amp; Johnson, Comcast, Airbnb, Pinterest & nbsp; and Netflix, his rival streaming.

Retailers do not just use AWS for web hosting or cloud storage. Many of them hope to use the same technologies: a personalized recommendation tool used by Amazon.com and a computer vision to energize Amazon Go stores as a competitive advantage. & Nbsp;

"We're finding that retailers are really deepening machine learning on the AWS platform," said Phil & Thompson, Amazon's global leader in retail technologies, in an interview. "Retailers are now starting to use the cloud as a strategy." & Nbsp;

At the AWS summit in New York on Thursday, which gathered a record 13,400 participants, "AWS for retail" was a notable feature of the show. Case studies of clients, including Domino's Pizza and the Zola online wedding shop, were presented. AWS also recently launched Amazon Personalize, a custom recommendation tool that would allow customers to use the same artificial intelligence and data science technology that Amazon.com also uses, without requiring customers to have prior experience with machine learning. & Nbsp;

We want to be "first in the cloud," said Paul Clarke, chief technology officer at Ocado & & nbsp;in a past case study about its use of AWS. & nbsp; "We want greater agility for our engineers … We want them to experience faster." & Nbsp;

With AWS, Ocado's developers could experiment with new ideas and move them from concept to production in less than an hour, he said. & Nbsp;

AWS is run independently and its customers encrypt their data with its tools so that only its customers have access to their own transactions and other data. At the New York Summit, Werner Vogels, keynote speaker and chief technical officer of Amazon, donned a black t-shirt on which is written "Encrypt All". & Nbsp;

Nevertheless, Amazon remains a big elephant in the retail trade. Some rivals are still struggling to use AWS, but the fact that AWS is the crown jewel of Amazon's profits is helping to fund Amazon's projects such as One-day delivery bonus and Amazon Go who rewrite the game book of the retail industry. & nbsp;

For example, AWS accounts for only 13% of Amazon's total sales, but half of its total operating revenue. & Nbsp; & nbsp; AWS revenue is up 49 percent year-over-year, Vogels said. & Nbsp;

Yet rivals like Microsoft, thanks in part to cloud customers, including Walmart and Nielsen, seek to steal its share of the market. While AWS remains the global leader in the cloud with a share of around 32% at the end of the fourth quarter, Microsoft Azure, with about half of that share in second place, is growing even faster, & nbsp;according to Cbadys data.

In connection with Forbes: Microsoft will use its first store in Europe to meet the needs of large companies

About Forbes: & nbsp;New York proves that Amazon Go works, and a larger deployment is only a matter of time

About Forbes: & nbsp;The first major acquisition of McDonald's for years could change the game.

About Forbes: & nbsp;The hiring of the chief technology officer at Walmart suggests that she is preparing for more than a bout of market share with Amazon

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Amazon, as the biggest online trading giant, can be feared and considered an enemy by retailers of all kinds, with its proven disruptive impact. But when is it Amazon's parent as its AWS cloud service? In fact, there is a lot of love, even from rivals.

From Ocado, UK-based online grocery retailer, which helps the first American grocer Kroger to develop his delivery game – to the Bonobos men's clothing brand – owned through an acquisition by none other than Walmart – these merchants "go deep into AWS" or use some of its services, based on case studies, presentations and other publicly available data.

Yes, even though Walmart reportedly ordered its technology vendors to stop using AWS and had signed an agreement to use the Microsoft Azure cloud while Target was using Google Cloud, AWS remains the world's leading provider of cloud services and favored by many rival retailers, including those that can still discuss whether to sell on its e-commerce platform.

Other AWS customers include Nordstrom's luxury emporium, GameStop, UK's Sainsbury's and Europe's leading online fashion platform, Zalando. Nike, Under Armor, Lululemon, Brooks Brothers and Parent Trainer Tapestry also use his services.

For consumer products and food products, DoorDash, Kellogg, McDonald's and the on-demand food delivery service also utilize AWS. Outside the retail sector, he is one of NASA's customers, GE, Johnson & Johnson, Comcast, Airbnb, Pinterest and Amazon's Netflix rival in streaming.

Retailers do not just use AWS for web hosting or cloud storage. Many hope to use the same technologies – for example, the custom recommendation tool used by Amazon.com and the computer vision that will energize Amazon Go stores – as a competitive advantage.

"We're finding that retailers are actually deepening machine learning on the AWS platform," said Phil Thompson, Amazon's global leader in technology for retail, in an interview. "Retailers are now starting to use the cloud as a strategy."

At the AWS summit in New York on Thursday, which gathered a record 13,400 participants, "AWS for retail" was a notable feature of the show. Case studies of clients, including Domino's Pizza and the Zola online wedding shop, were presented. AWS also recently launched Amazon Personalize, a custom recommendation tool that would allow customers to use the same artificial intelligence and data science technology that Amazon.com also uses, without requiring customers to have prior experience with machine learning.

We want to be "first on the cloud," said Paul Clarke, chief technology officer at Ocado, in an earlier case study on its use of AWS. "We want more agility from our engineers … we want them to experiment faster."

With AWS, Ocado developers could experiment with new ideas and move them from concept to production in less than an hour, he said.

AWS is run independently and its customers encrypt their data with its tools so that only its customers have access to their own transactions and other data. In fact, at the New York summit, Werner Vogels, keynote speaker and chief technical officer of Amazon, donned a black t-shirt on which is written "Encrypt All".

Even so, Amazon remains a big elephant in retail and still remains reluctant to use AWS, but the fact that AWS is the jewel in the crown of profits. Amazon helps fund various Amazon projects, such as Prime Delivery in one day. and Amazon Go who rewrite the game book of the retail industry.

AWS, for example, accounted for only 13% of Amazon's total sales in the first quarter, but accounted for half of its total operating revenue. The AWS business figure increases by 49% over the previous year, said Vogels.

Nevertheless, competitors such as Microsoft, in part thanks to cloud customers such as Walmart and Nielsen, are planning to steal their share of the market. While AWS remains the global leader in the cloud with a market share of about 32% by the end of the fourth quarter, Microsoft Azure, with about half of that share in second place, is growing even further. fast, according to Cbadys data.

In connection with Forbes: Microsoft will use its first store in Europe to meet the needs of large companies

In connection with Forbes: New York proves that Amazon Go works, and a larger deployment is only a matter of time

In connection with Forbes: The first major acquisition of McDonald's for years could change the game.

In connection with Forbes: The hiring of the chief technology officer at Walmart suggests that she is preparing for more than a bout of market share with Amazon