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Amazon.com’s Web
Services Opportunity
March 8, 2001
Amazon.com
• One of the most recognized brands of
the digital age
• World’s premier bookseller
• A key information service for the book
industry
• Leading player in other ecommerce
markets
• Gains market advantage from perception
as a leader and innovator
Amazon as an Information
Service for the Publishing
Industry
• Has replaced Books in Print as the
most widely-used source of
bibliographic information
• Descriptions, Covers, TOCs and
other rich cataloging data
• Ranks and user recommendations
provide unique added value
Other Information Assets
• Alexa
• Internet Movie Database
• …
Already Amazon is used as an
information resource as much as
an e-commerce platform.
Web Services
• “The network is the computer”
• XML interfaces provide
programmatic APIs to web-facing
databases
• Innovation will come from APIs
that support “unintended
consequences” not vendor lock-in
• XML-RPC and SOAP the
emerging standards
O’Reilly’s Premises
• “The future is here. It’s just not widely
distributed yet.” - William Gibson
• Innovations show up first in the
“hacker” community as independent
developers push the boundaries of new
technology
• “Screen scraping” is a precursor to
widespread web services
• A platform strategy beats an
application strategy every time
Possible Web Services
Opportunities for Amazon
• Market Research
• Amazon-enabled library catalogs
• Programmatic purchasing - a next
generation affiliates program
• B2B integration with suppliers
• “Cool” consumer services to build
brand - e.g. bibliography
generator
The O’Reilly AmaBooks
Service
• Publisher market research
interface to Amazon database
• Internal O’Reilly project; other
publishers have similar projects
• Opportunity to generalize this tool
and sell to publishers
• Amazon could do this, or could be
an Amazon/O’Reilly joint venture
Other Amazon Screen
Scrapers
Search Engines
Public Rank Spiders
• http://bibliotrack.com
• http://www.amazonscan.com
• Many private efforts (O’Reilly, AW, etc.)
Price Finders
• http://www.isbn.nu
• http://books.langenberg.com/
• http://www.bestwebbuys.com/books/
• http://www.addall.com/
• http://www.bublos.com/
Many other specialized programs
Screen Scraping vs. SOAP
• Amazon web page for
Programming Perl: 68,000 bytes
• SOAP response for data we
actually need: 700 bytes
• 1000 titles: HTML 24,000,000
bytes, SOAP 8000 bytes
The BookScan/BN Service
• Publisher access to BN/Borders
sales data
• Subscription fee from $1500 to
$75,000/year
• Publisher sales figures only; none
of the industry trend insight of an
amaBooks type service
• We could do much better!
Amazon-Enabled Library
Catalogs
• Dozens of vendors offer library
card cataloging systems
• None have the power/flexibility of
the Amazon interface
• An API would allow those
vendors “powered by Amazon” to
deliver a superior product
• License revenue to Amazon, plus
brand reinforcement
Public APIs for Web
Services
• Establishes Amazon as a platform
for community innovation
• Affiliate-like self-service setup
gets a web services client id
• 1000 free queries/day allows
experimentation and open source
development
• Higher-usage services pay for
access
The O’Reilly-Amazon
Partnership
• Prototype interesting
services
• Fund and spin out those that
aren’t core to Amazon or
O’Reilly
• Have fun
• Build our brands and
reputations as innovators
Benefits
• Establishment of standards
• Brand Extension
• Revenue
• Internal excitement
• PR & goodwill
What Would I like Now?
• Commitment to a Public SOAP
API
• Help publicizing the bottom-up
web services idea (e.g. Amazon
programming contest, keynote at
open source conference?)
• Indication of interest in
commercializing AmaBooks
What Else Should We Do?
• Keep involving open source and
other independent developers in
building the next generation
Amazon
• Keep in better touch about ways
O'Reilly and Amazon can work
together
• Build relationships with other key
internet companies like Google

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Amazon.com's Web Services Opportunity

  • 2. Amazon.com • One of the most recognized brands of the digital age • World’s premier bookseller • A key information service for the book industry • Leading player in other ecommerce markets • Gains market advantage from perception as a leader and innovator
  • 3. Amazon as an Information Service for the Publishing Industry • Has replaced Books in Print as the most widely-used source of bibliographic information • Descriptions, Covers, TOCs and other rich cataloging data • Ranks and user recommendations provide unique added value
  • 4. Other Information Assets • Alexa • Internet Movie Database • … Already Amazon is used as an information resource as much as an e-commerce platform.
  • 5. Web Services • “The network is the computer” • XML interfaces provide programmatic APIs to web-facing databases • Innovation will come from APIs that support “unintended consequences” not vendor lock-in • XML-RPC and SOAP the emerging standards
  • 6. O’Reilly’s Premises • “The future is here. It’s just not widely distributed yet.” - William Gibson • Innovations show up first in the “hacker” community as independent developers push the boundaries of new technology • “Screen scraping” is a precursor to widespread web services • A platform strategy beats an application strategy every time
  • 7. Possible Web Services Opportunities for Amazon • Market Research • Amazon-enabled library catalogs • Programmatic purchasing - a next generation affiliates program • B2B integration with suppliers • “Cool” consumer services to build brand - e.g. bibliography generator
  • 8. The O’Reilly AmaBooks Service • Publisher market research interface to Amazon database • Internal O’Reilly project; other publishers have similar projects • Opportunity to generalize this tool and sell to publishers • Amazon could do this, or could be an Amazon/O’Reilly joint venture
  • 9. Other Amazon Screen Scrapers Search Engines Public Rank Spiders • http://bibliotrack.com • http://www.amazonscan.com • Many private efforts (O’Reilly, AW, etc.) Price Finders • http://www.isbn.nu • http://books.langenberg.com/ • http://www.bestwebbuys.com/books/ • http://www.addall.com/ • http://www.bublos.com/ Many other specialized programs
  • 10. Screen Scraping vs. SOAP • Amazon web page for Programming Perl: 68,000 bytes • SOAP response for data we actually need: 700 bytes • 1000 titles: HTML 24,000,000 bytes, SOAP 8000 bytes
  • 11. The BookScan/BN Service • Publisher access to BN/Borders sales data • Subscription fee from $1500 to $75,000/year • Publisher sales figures only; none of the industry trend insight of an amaBooks type service • We could do much better!
  • 12. Amazon-Enabled Library Catalogs • Dozens of vendors offer library card cataloging systems • None have the power/flexibility of the Amazon interface • An API would allow those vendors “powered by Amazon” to deliver a superior product • License revenue to Amazon, plus brand reinforcement
  • 13. Public APIs for Web Services • Establishes Amazon as a platform for community innovation • Affiliate-like self-service setup gets a web services client id • 1000 free queries/day allows experimentation and open source development • Higher-usage services pay for access
  • 14. The O’Reilly-Amazon Partnership • Prototype interesting services • Fund and spin out those that aren’t core to Amazon or O’Reilly • Have fun • Build our brands and reputations as innovators
  • 15. Benefits • Establishment of standards • Brand Extension • Revenue • Internal excitement • PR & goodwill
  • 16. What Would I like Now? • Commitment to a Public SOAP API • Help publicizing the bottom-up web services idea (e.g. Amazon programming contest, keynote at open source conference?) • Indication of interest in commercializing AmaBooks
  • 17. What Else Should We Do? • Keep involving open source and other independent developers in building the next generation Amazon • Keep in better touch about ways O'Reilly and Amazon can work together • Build relationships with other key internet companies like Google