7/22/2008. Transformations

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1 Bandwidth Consumed by s Global Websites Bandwidth Consumed by What is? 7 Countries More than 76 million active customer accounts Approximately 1.3 million active seller accounts Hundreds of thousand of registered associates Over 370,000 registered web services developers Over 17,000 employees World Wide More than 30 Fulfillment Centers worldwide 28% of units sold by 3rd party sellers 3.9M shipments on peak day in s History in 30 Seconds Transformations Customers From single seller to 1M+ sellers From technology consumer to technology provider From single application to platform From web site & database to a massively distributed system From web site to web services From enterprise scale to web scale Infrastructure Web Service Developers Technology Platform Marketplace Sellers Ecommerce Web Service Customers Ecommerce Customers 1

2 App Server & Database Service Orientation Massively Scalable Services E-Commerce Innovation E-Commerce Innovation Foundation Aggregators 2

3 Develop Test Release Install Configure Operate Develop Test Operate Develop Test Operate Develop Test Undifferentiated heavy lifting Hardware costs Software costs Maintenance Load balancing Scaling Utilization Idle machines Bandwidth management Server hosting Storage Management High availability Operate The 70/30 Switch 3

4 Dream or Nightmare? Scale to 100% % increase popularity? Provide 4 nines uptime? Survive a complete datacenter failure? Survive a router flapping? While keeping cost low at the same time? E-Commerce Innovation Aggregators Chapter 4: Priorities Scale Later It is too hard to get right Foundation 4

5 S3 Scalable Infrastructure that allows applications to meet infinite demand, cheaply and reliably FPS SQS SimpleDB EC2 Infrastructure Services Scalable Increase or decrease capacity in minutes Cost- Effective Low rate, pay-as-yougo Reliable Runs on s proven infrastructure Simple SOAP- and REST-based Web Service Calls. Lower Cost Structure Sellers Selection Growth Lower Prices Customer Experience Traffic 5

6 Incremental Incremental is Key Service can be scaled up/down one node at a time. Elastic: capable of growing and shrinking on demand. Minimal disruption to customer performance. Common, fully automated operation. Addresses: Different growth paths Fault-tolerance Heterogeneity Operational efficiency Everything fails, All the Time Failures are Highly Correlated Systems do not Fail by Stopping Let go of Control! 6

7 Addressing Uncertainty Acquire resources on demand Release resources when no longer needed Pay for what you use Leverage other s core competencies Turn fixed cost into variable Aggregators E-Commerce Innovation Are dominated by state management Foundation 7

8 Categorization of Data Access Patterns Primary Key Access Eventual Consistent High Read Volume Always Writable Strong Consistent Query-based Access Eventual Consistent Relation-less Relational Strong Consistent Infrastructure Services for Storage Primary Key Access S3 Query-based Access SimpleDB Dedicated Solutions EC2 with persistent storage Billions of Objects in S July 2006 April 2007 Oct 2007 Jan 2008 March

9 on Monday announced persistent storage for its EC2 service and what s notable is how quickly the e-tailer is running ahead of the competition. In fact, s real business down the line will be its cloud services. will be like a book store that sells cocaine out the back door. Books will be just a front to sell storage and cloud computing. In a recent test, the Defense Information Systems Agency compared the cost of developing a simple application called the Tech Early Bird on $30,000 worth of in-house servers and software with the costs of developing the same application using the Elastic Compute Cloud from.com s. charged 10 cents an hour for the service, and DISA paid a total of $5 to develop an application that matched the performance of the inhouse application. 9

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