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In this episode, we'll discuss helpful Amazon advertising strategies, Amazon Marketing Cloud, Search Query Performance, and even some suggestions for the best Ethiopian restaurants. ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Join us as we welcome back George Meressa of ClearAds Agency, to the Serious Sellers Podcast, where we talk about Amazon advertising and e-commerce strategies. We discuss how tightened margins and increased competition from Chinese products are impacting sellers. The conversation covers the role of AI in leveling the playing field for non-native English speakers and the significance of external traffic sources like TikTok and Google Ads. We also examine the rising influence of larger brands on Amazon and the higher entry barriers that are discouraging new sellers. Our transition to using Pacvue for Amazon advertising and the emphasis on improving listings to enhance conversion rates are also key highlights. In our discussion on Amazon PPC campaign optimization, we focus on strategically reducing wasted ad spend and reallocating resources for better performance. George and Bradley share insights on identifying inefficient ad campaigns and leveraging tools like the Hemingway app and Pacvue to simplify language and automate bid adjustments. We explore the importance of enhancing listings through effective keyword use and optimizing Q&A and reviews, which are crucial for ranking. This conversation emphasizes how strategic budgeting and allocation can uncover easy wins and growth opportunities for Amazon sellers. Listen in as we explore modern advertising strategies and data utilization on Amazon. George discusses optimizing sales through effective keyword analysis and the benefits of using Amazon Marketing Cloud for insights into new-to-brand sales. We also touch on the value of Amazon's B2B reporting and the challenges of sponsored TV ads for ROI-focused clients. The conversation highlights the enduring effectiveness of sponsored product ads and the importance of maintaining advertising spend on high-ranking keywords. Finally, we share a lighter moment, connecting over a shared appreciation for unique ethnic cuisines, with a particular focus on Ethiopian food.   In episode 622 of the Serious Sellers Podcast, Bradley and George discuss: 00:00 - Amazon Advertising and E-Commerce Strategies 04:42 - Optimizing Amazon PPC Campaigns 09:48 - Automated Bid Adjustment Strategies for Success 14:41 - Amazon Advertising Strategies and Data Utilization 15:09 - Understanding Amazon Search Query Performance Keywords 19:03 - Advertising Strategies and Best Practices 21:26 - Benefits of the Amazon Bestseller Badge 26:17 - Shifting Focus to Organic Sales 29:55 - Discussing International Cuisine Preferences 30:29 - Exploring Unique Ethiopian Cuisines Transcript: Bradley Sutton: Today we've got George back on the show for the first time in a couple years and we're going to talk about a wide variety of subjects, including general Amazon advertising strategy, AMC, Search Query Performance and even some suggestions for the best Ethiopian restaurants. How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show. That's a completely BS-free, unscripted and unrehearsed organic conversation about serious strategies for Serious Sellers of any level in the e-commerce world. And we're here in Milan, Italy, at our Avask and Helium 10 workshop, and just fresh off the stage is George. Now I'm going to be asking him a little bit about what he talked about, because I was in here recording another podcast so I didn't get to hear him. But, George, it's been a little bit since you've been on the podcast. Welcome back.   George Meressa: Thank you so much for having me. It has been a while yeah.   Bradley Sutton: Yes, yeah. So now you flew in here, you're still based in London.   George Meressa: I am, yeah, I'm in London.   Bradley Sutton: Excellent, excellent. So I'm going to need some restaurant advice. I'll be going there two times in the next couple of weeks, so you'll have to give me some great local eats.   George Meressa: Absolutely, I'll give you my advice. I've been told I have horrible advice, but there's one or two winners, so then I'll get you with them.   Bradley Sutton: Excellent, excellent. Now we're not just here to talk about culinary things, were here to talk about you know what, what your specialty is, which is, you know, Amazon advertising, just Amazon in general. And so I remember the last time you were on the show. You know you talk a lot about DSP. Dsp obviously has come a long ways, but just in general, what are the biggest things that have changed in the last couple of years that advertisers are dealing with now? Or you know some new feature that they have access to? That wasn't around the last time you were on the show.   George Meressa: Yeah, it's a good question. So I think the biggest thing we've seen is just how margins are being tightened for sellers. So there's been costs that have increased in so many different areas, like warehouse costs. The cost per click just has increased in general, and not only that, but we've also seen a whole range of competition come within Amazon, so a lot of cheaper products coming directly from China and I think AI has had a massive impact on that where now Chinese sellers are able to have content that matches up with those who speak the native languages, like English in the US and other marketplaces and Temu has been one as well. It's just been a competition where you can find products at such a lower rate.   So there have been a few big components. Outside traffic as well has played a big part too. So getting viral stuff coming through TikTok, people really homing in on Google Ads they've had an impact and also the bigger brand as well. I think a lot more bigger brands are putting their products on Amazon and because they have the awareness, the conversion rates are just naturally better and they're coming in and just sweeping in and taking a considerable amount of market share. So there's a whole sea of things happening. I think one of the biggest things we've noticed, though, is there's less newer sellers, because just the barrier of entry is a little bit higher than it was when we first uh, when we last had the conversation. Bradley Sutton: Now you guys, uh, I know, um, in the last couple years you know, switched over to Pacvue, uh, for software, another one of our companies. So you know Pacvue is not just Amazon, you know, it's a really a lot of multi-channel. So are you guys leveraging advertising now on other platforms at all? Are you strictly still pretty much Amazon advertising?   George Meressa: So we're mainly Amazon advertising now. I think the biggest change that's happened since we last spoke is, uh, we're now working within the listings too, so leveraging some of the skill set we brought in from outside um, those who've run amazon brands and done really well and they've been able to help us to grow the conversion rate, because ultimately it comes down to the conversion rate and the sales. So and sometimes it's quite straightforward fixes it could be standing out with images, it could be keywords in the back end that most people forget to put in descriptions, titles, and just really working with that, and other times just that product is kind of hitting the end of its life cycle and that's   one thing we've noticed is the life cycle of products are kind of diminishing more and more since last being here.   Bradley Sutton: Yeah, I imagine that's kind of a benefit for you guys, because if you're only an advertising agency, you know you can only control the advertising. But if they've got a crap listing or they don't even have the right keywords, it's a little bit hard to change things. But if you're able to go in there and help people from a to z, then it just makes the advertising, I imagine, much more effective too.   George Meressa: Exactly that. So it's a kind of massive flywheel effect. When you get the listings right and you have a kind of superior product or product that stands out, it just makes everything else flow better. So you could, you know, um? On extreme examples, we've seen exceptional products of high barrier or high barrier to entry products, where they have very basic PPC campaigns, but they just rank, they just do well, and on the opposite side you have other products that are similar to what's out there and it's very difficult to get that edge. I think when I first started doing Amazon pay-per-click, you know you had the auto campaigns. Manual campaigns were just introduced. There wasn't much data. I mean there wasn't much competition, so it was easy to run it. But now I mean the data that we have access to with Amazon is unbelievable. It's unbelievable what information you can get right now and I think that is still probably the biggest edge a lot of people can have against their competitors is actually taking advantage of the data and knowing what to do with it.   Bradley Sutton: Now what is one of the most common I don't know if I can say mistakes or things that you're changing like now you take on a new client and now you do have the ability to go in and modify some things, both on the advertising side of what they were doing, but both on also on the listing, you know, side or keyword side. What are some things that are like oh my goodness, like we've had so many customers who have done this wrong and this is like the first thing that we check for to change. Does anything stick out in your mind?   George Meressa: Yeah, it's very simple. So we look at what can we bring down, what can we bring out? I mean, what can we bring down? What can we bring up? They're the two simplest ways of putting it. So what can we bring down? Where in the campaigns that we're looking at is there wasted budget? Where that, where the resources haven't been allocated well right? So this could be campaigns that are getting a very high amount of clicks but not any sales. So that's a. That's just a more straightforward basic um, um kind of uh example. But on the other hand, you can also have keywords that have a decent a cost, a horrible conversion rate, and that's where most of the budget's been distributed. So the more budget and ad spend a company has when they come to us, the stronger the chances that we will find something to improve. So that's the first thing we do is okay, what can we cut back? If someone's got, you know, you know, 10 000 a month ad spend or 100 hundred thousand a month, and we can reduce it by 10%, 15%. Then we got opportunity with that additional budget to put it in places where it is working, or untapped opportunities. That is going to be an easy win. So where is the easy wins, is the quickest thing, and reducing that spend and cutting the cost is the first place we go. So that's the first thing. And then the second thing is what can we bring up? Where is there potential for growth? And this is where we kind of dig into Search Query Information. Where are certain listings organically positioned well or getting a good proportion of sales that you're just not pushing through PPC right? And when we got that information, we can then create campaigns to then test okay, what would happen if we put some campaigns behind this? Would their positions improve? And most of the time the conversion rates are strong, as strong as they and they are shown on Search Query Data. Then they move and it works well. So, from a PPC side of things, that's where we see the quick wins. Um, on a listing side of things, it's very basic things that get missing. I mean the amount of companies we look at where they just haven't got back-end keywords and they don't have, uh, their descriptions fleshed out and their, their, um, their bullet points haven't been reviewed since they first launched the products because they've got so many products. Amazon is looking at the listings to look at what is this product relevant to what is. What is the search terms that are most likely to entice a sale. So we go a little bit further as well and kind of work on um Q and A as well. How can we maximize the, the amount of questions that are answered around the products and making sure that the type of answer that's given is what amazon's looking for. So, especially with Rufus so there's a science paper that uh was recently published where amazon actually say they, they give more um, they put more weight in terms of ranking to the questions and answers and the reviews as opposed to the product description. So really making sure that all of the content it works well. I think one of the things I've just shared downstairs as well is um using simple language, right. So a lot of people things I've just shared downstairs as well is using simple language, right. So a lot of people forget that, just using the US as an example, the average reading age is of a seventh grader, right? So if the average reading age is of a seventh grader, why not use this much more simple language within your listings to really convey the message? Because then, ultimately, you're reaching 100% of your audience as opposed to reaching, you know, 40 or 30%. That in itself could have just tremendous impact and it has, we've seen in our clients in terms of the conversion rates. So I just spoke downstairs a really cool app to use is Hemingway, the Hemingway app. So with that app, you can just put your listing title in there and it will teach you to just use more simple language. Right, there's no, there's no, there's never any issue in doing that, and actually you could reach a much, much larger audience, especially if you're selling a complex product. That is the art. If you sell a complicated product to complicated ingredients, you know, really conveying the um, the benefits. And just moving back to what you mentioned, Pacvue that's been a game changer. One of the big things that it's allowed us to do is allowed us to put in rules so that we can automatically make bid adjustments that humans just can't do as well, right? So just to give you a few examples, we can put in rules which say, okay, if, uh, the position in organically is X, make X change within the bids, right. So if this and if the conversion rate threshold is above this, increase the bids, right. Doing this is just one layer, right, and that's helped a considerable amount in terms of ensuring that it's done in real time. That's the first one. The second thing is doing um, increasing bids, budgets during certain times of the day and week, right. So we found out, all of the tools we've used, patfuse being the most superior in terms of getting that right and homing in. You know, you can ask someone, a VA, you can ask a special, a specialist account manager who's been doing it for donkey's years, to manually sit there and do that, but it's not going to meet the human, it's not going to meet, uh, the tool's ability to do it at such a rapid rate. There's so many things that we do within those tools now where we're now focusing more on a strategy and we're allowing the tool to do the mundane clicking and ensuring that the campaigns are given the best possible, uh, chance of succeeding. So, um, that's kind of how we use the tool and I think, is getting to a place now. If you're not using these tools, you're going to fall behind, like you cannot. It's not like those old days where you could just click and make the budget adjustment. Amazon is checking all of the position and ranking every time a search is made for your products, right? So you want to take advantage of that, especially if you're doing good volumes. You're getting good traffic, getting good impressions. You really want to be on top of it.   Bradley Sutton: Want to keep up to date with trending topics in the e-commerce world, make sure to subscribe to our blog. We regularly release articles that talk about things such as shipping and logistics, e-commerce in other countries, the latest changes to Amazon Seller Central countries, the latest changes to Amazon Seller Central, how to get set up on new platforms like Newegg, how to write and publish a book on Amazon KDP and much, much more. Check these articles out at h10.me forward slash blog. Now, one thing you mentioned a couple minutes ago was about the Q&A. So let's say, you know, just organically, nobody has left that many questions and so obviously that means there's not that many answers to. So does this mean that you're just getting like some Amazon customers to write some questions so that the seller or the account manager can answer them, or how do you get the right questions and answers on there?   George Meressa: Very good question. So I'm going to step a bit back, Bradley. So you can use a tool like AHREF, right, and you can ask a question about a product, right, and it will give you the most asked questions on Google, right. So that's where you can do the research and be more data focused. So I'll give you an example there was some sort of nail varnish that one of our clients sold. When we put that product into AHREF how to remove the nail varnish it was the biggest question I was asked. It was getting like 20,000 to 30,000 searches a month.   So, firstly, it's about finding the right questions. Where is the itch right? What are people asking? Right? And then, when you find a few of these questions, then we encourage friends and family and there are some other ways you can do it. I just would need to speak to a team about how to do it, but in the day-to-day of the business. But what we find is, when you do that and then you answer the question as well, there's Amazon Comprehend. So Amazon Comprehend is a tool that allows you to ensure you answer the question in the right way.   So you're not neutral. So either positive or negative, and it's about being as black and white as possible, and we've noticed that Rufus picks up on this as well. So, um, you want to make sure that you're answering those questions. Um, well too. So, um, don't be vague. Um, try and be yes or no. Um, does it answer the question is this a product that removes? Uh, you know how does this product remove nail varnish easily? Yes, it does it. Does it X, does it X, Y and Z? And actually what we did is, when we actually did the research on some of these tools like AHRef, SEMrush, we found that when you go to the listing, you can actually put some visual aids of showing step-by-step how easy it is to remove it. So there's a whole range of ways you can find it but this has been really, really useful for it.   Bradley Sutton: Um, you, you also mentioned, you know, Search Query Performance and I think that's just a great data point, that that Amazon. I think none of us really ever could have predicted that Amazon would, would, would give. Um, I think you touched on it. But, like, my main thing is, I'm looking at keywords where I've got a better conversion rate for purchases, that, then the overall and then yeah, you know, checking. Maybe I'm not advertising for it or maybe I'm not ranking high. I need to double down and then maybe the ones I'm not converting as well, maybe I even dial back on the spend because I know, you know, it might not help me much with my organic ranking. Uh, because I'm converting poorly for it. What other uses other than just those, those two that are using the search performance data for?   George Meressa: That's a good question. So, as well as looking at conversion rates, looking at what is the potential on that keyword, if you're getting three sales a week from that keyword and there's 25 sales, is it gonna be better use of your time to go for another keyword that you may be getting free sales, but there's 400 sales a week, right, so it gives you the potential that keyword has for you to grow in it and make more sales. So that's the first thing. Another thing as well is Amazon doesn't make this clear, but there's two types of keywords that you have within search query, so you have more discovery keywords and you also have more kind of intent based keywords. Right, and you can figure out where these keywords lie by just looking at their kind of um, the click percentage share, and you can also look at it from the add to cart share as well.   So there's going to be certain keywords where people just are more likely to buy quicker, and so they're the keywords really good to really understand as well, because effectively, this is going to be better use of your money. So if you can find those keywords where the conversion rate is higher, then you're likely to kind of do more with that. So there's some of the ways we use search query and I know they've gone a step further with my team as well where you can actually reverse, engineer and figure out, ok, depending on how many sales there are for a certain keyword and how much competition there is. There are for a certain keyword and how much competition there is, if you get X amount of sales for that keyword per day, this is how much it's likely to cost you per click on average to see what it would look like to move you up organically. So that's what search queries can do if it's in the right hands.   Bradley Sutton: What other new Amazon data points you know, like brand metrics or things like that, are you guys leveraging to help you make decisions?   George Meressa: Good question. So I think one of the I was just speaking to Ben just last week and I think one of the big things we noticed recently is just the B2B reporting through the child ace and so you can see now how many sales you'll get in from B2B customers. So I think that's been interesting. So I think anyone who uh is sales on amazon and they should just apply to and have b2b pricing. So if people wanted to buy uh larger units we're still quite early on into this, but we started to see certain trends of search terms where it's more targeted towards b2b customers and really taking advantage of those search terms as well and probably spending a bit we spend a bit more on them. So uh tape, some sort of tape for plumbers we kind of saw that. Yoga supplies we saw that. So there's gonna be a lot more we can do with it, but that's kind of one of the latest things that we've seen that we've taken advantage of.   Bradley Sutton: Are you guys leveraging AMC? I mean, AMC has been around for a while, but now it's kind of more getting a little democratized. It's not just for people with DSP. Have you been leveraging that at all for your clients?   George Meressa: Yeah, we've been using AMC for some time now with DSP clients, so there's a whole, there's a bunch of really cool things that AMC gives you in terms of data. So the first and most obvious way is you can now start to see how many new to brand sales you get through sponsored product ads. Uh, within the interface, you can only really see that for responsive brand. So it really, especially if you have, um a consumable product, you're able to see, okay, um, which, which keywords are responsible for bringing in new purchases where, um, they've never they've never seen your product I haven't bought within a certain time period. So that's been really useful.   Um, and leveraging that information, um, there's been. How else have we used it? Uh, we created custom audiences as well. So, um, you could exclude. So, within dsp, you can exclude those who may have seen your product 15 times, because they're less likely to buy after 15 times across the whole account as opposed to uh, as opposed to one um. So there's yeah, there's been a few ways, and I think this is going to be really good for uh, e-commerce brands now, the fact that we have it at our disposal within seller central, because before it was, you know, you had to go for an agency.   Bradley Sutton: So have you guys dabbled at all with any of your clients with a sponsored tv?   George Meressa: uh well, we haven't seen it work. We have, um, it just seems to waste a lot of money, um. So most of the clients that we deal with they're kind of more ROI focused. They want to grow. We haven't really had anyone yet with us. I know Matt has his previous agency that want brand exposure and are prepared to spend 20, $30,000 a month on that. So we haven't. We haven't. We've tested, we've not seen the results. So we haven't, we haven't, we've tested, we've not seen the results. So we've kind of moved away from it.   Bradley Sutton: Um, what's maybe the best kind? You know, obviously there's a million kinds of ads now before, back in the day, say, there's auto campaigns, or there's broad campaigns, and then there's ASIN targeting and then now all of a sudden there's, you know, sponsored brand headline ads and video ads and throughout different times, you know different ones have been the most profitable or drive best ROI. It's a general thing to ask, but anything like any type of ad you see nowadays in 2024, 2025, going into 2025, that are just working better than others, that you're like, hey, everybody needs to be making sure they've got a good strategy with this type of campaign.   George Meressa: I think it's been sponsored product ads from the get go and I think they're still kind of the number one.   If you can get your ads to appear, your products to appear at the top of the search results for the right keywords, that is always going to outperform anything else.   So that's the first place is to kind of find those keywords that you're likely to convert better with, or you have been converting better with, and pushing them top of page placements through sponsored products. We tend to find that 70 of our budget goes to sponsored product ads and then if we start to see, okay, there's common themes across certain keywords where we do convert well through sponsored product ads, then we would take those keywords and put them into sponsored brand ads on exact match to really push them that way. So they tend to and have done so for a while perform the best. Every now and again you get ace in target campaign and category targeting. That works really well, especially if a particular product is superior across the category. So if you have that kind of product where your average rate and count is a lot higher, then that's another option as well to kind of really push and with those kinds of terms, if someone has searched for your competitor and they end up buying your product, then Amazon's gonna favor that a great deal more too.   Bradley Sutton: So the question I have is kind of like, I'm not sure if there's one right answer, but everybody has differing opinions, so I just want to get yours is a common one that people have is like hey, I'm on a key keyword that's relevant to my niche, but now I'm already ranking high organically. You know, like, like, should I pull back on my, my spend? You know, like, maybe before I was always going for top of search for, for sponsored ads. But you know, like, my philosophy in the past has been I want as much real estate as possible. You know, I want to go ahead and have that sponsored brand headline ad. I want it to be the one of the first sponsored ads. I want the organic rank. You know, maybe I'll have a video on the page just because now it's pushing competitors. But you know, is it, is it possible that I'm maybe cannibalizing some organic sales because they clicked on the sponsored ad when they probably would have bought my product anyways? Where do you sit on this, on this kind of debate, I guess?   George Meressa: Good question. So, um, if you have the bestseller badge, you want to do everything within your power to keep that velocity of sales up. You want to make sure that you have more sales within that category than anyone else, because when you get that badge, amazon also already knows that you are the best in that category with what you sell. So there's going to be places that Amazon will show your products that you just would not have access to otherwise. So there's a whole range of benefits that you see would not have access to otherwise, right, so there's a whole range of benefits that you see. Not only that, but when you're positioned and you have the best seller badge, you actually have a much higher advantage compared to your competitors in terms of the price you pay per click. So we tend to also find that the cost per click is lower.   So when one of our clients actually cuts back or when they lose that bestseller badge, it's so hard to get it back. It's really, really difficult. Effectively, what you've done is you've created a moat. So if you've got those number of sales in, you're making a profit. You do really want to work hard to keep that momentum of sales. If it's working to cut back, it could be dangerous.   I would probably consider encouraging people to look outside of Amazon. If it's working to cut back, it could be dangerous. I would probably consider encouraging people to look outside of Amazon to kind of compliment what they have. But I mean, there's been just too many horror stories I've heard and seen where people have, like, positioned really well, doing great sales, and then a few people with VC-backed money come in, really push PPC, run their campaigns that are lost for a while, and then, um, they take the best seller badge and they just can't get it back. They don't have the resources like some of the other companies do. So if you're in that fortunate position, you should be doing everything you can, and I think one of the key metrics you should be looking at is how many units of sales are you pushing compared to some of your main competitors? Um, just to make sure that? uh, yeah,   Bradley Sutton: Somebody's just getting started and they want to start budgeting. Uh, you know, maybe it's tacos or maybe it's like, hey, how much should I put aside? You know, like because the worst thing they can do is just budget for the product, for shipping and getting started, and they have no budget for PPC. But nowadays I think the amount of advertising we kind of have to do is more than ever. But you know you can't do it to the point where you lose money. Is there a number where you're like, hey, you should budget this percent of, like, your initial order or this amount of money weekly or something for somebody so they can really make sure that they've got enough budget where they don't run out and then now they can't run advertising.   George Meressa: So somebody, so they can really make sure that they've got enough budget where they don't run out and then now they can't run advertising. So what we look at, especially when someone's launching a product, is okay, what terms are you going to want to go for to begin with and work backwards in that way? So if you have a product, strongly encourage you. Well, try and get brand registry from the very, very beginning so you have access to brand analytics. Get the products in. You're doing a variation; it's going to be easier to get this information. But what we tend to do is look backwards and go okay, what are the keywords that we're going to target and what impressions and clicks and conversions do they get a week? What do we need to achieve to begin with? And then how much do we need on average, working on some scenarios, to have more of an educated guess, and we work backwards in that sense.   And then we have phases as. So we might have four or five phases. So at the lower end of the phases, we've got those search volume keywords. I'll get in maybe 5,000 searches a month and we start there and then we kind of go right. Here's five keywords in phase four and what we're going to do with these keywords is start off with that and we're going to have X amount of budget. So we do have a tool in-house where we kind of figure out what we, what we need to spend and then we kind of move up the phases. The moment we start to see movement in organic positioning, um, but at the beginning is going to be, you know, I mean you obviously should probably going to sign up for vine and get those reviews coming in it's going to all factor in at the beginning. If you're getting really good reviews, you're getting really good conversion rate, then then you're going to have to have some budget, additional budget, to just help you with that momentum   Bradley Sutton: Another question I had was I think in the old days you know, I don't know, maybe six years ago or so a lot of, if not the majority of sellers, when they're trying to optimize their advertising, is like strictly ACoS, like hey, I have a cost goals at the campaign level, at the keyword level, whatever. Nowadays that that's not enough. You've got to be looking at ROAS and different things like that. What is your suggestions out there as far as managing your advertising in a more holistic way, instead of just strictly looking at that one ACoS metric that we did for so many years?   George Meressa: ACoS is certainly an important metric to look at, but that shouldn't be your key KPI. I think the conversion rate should be ultimately right at the top and TACoS then comes in later, should be prioritized more than ACoS, because there may be some sacrifices you have to make with ACoS for the benefit of organically getting ranked better and start to get more sales. I think the biggest shift that we're seeing is more sales across every. Well, most accounts we're looking at is coming from paid ads compared to organic ads from the past. So trying to reverse engineer that where you're having more coming from organic, is going to be key because that's going to give you a stronger moat compared to your competitors, if you can master that. So and there's been some extreme examples where we've had one or two clients where they have a higher price point when it comes to their product, but the conversion rate has been um, not as good, right. So PPC they have additional margins compared to their competitors where they can rank higher than them, I mean where they can position behind them on paid ad, but organically they're not running the moment. Moment their ads stop running, their listings go down, right. There's no history there organically. So it's heavily reliant on PPC. So, and that's why ACoS can be a dangerous game, if you're constantly measuring ACoS and you're going with the terms with the lowest ACoS and you're pushing them, every ACoS is just going to continue to climb and climb, and climb and climb. And for someone who's a little bit more strategic, um, and using data to their advantage and they're focusing more on the keywords where the conversion rates are higher and they're positioning better, they're going to come in and they're going to take those positions off you. They're the ones that are going to come and start to slowly win.   There's one example of one client where we didn't want the main competitors to even know that we were competing for those terms. So we went for those slightly obscure keywords that get maybe a number like 20 sales a week, 30 sales a week, and we pushed those keywords to get the velocity and we started ranking and we started to understand what kind of keywords relevant to us and then we went for those core keywords that everyone else goes for, right, and then that way we were able to then easily kind of come in and take organic position and rank, and that's how you should be thinking now. So a few years ago ACOS was our main KPI. Now it's just something we look at and it's really difficult actually to share with people. That way of thinking now is such it's so short term it's not going to allow them to kind of really see this for a year good points.   Bradley Sutton: Now before we get into our last questions. If people want to reach out to you to get more, information on what you do and how you can help them out. How can they find you on the interwebs?   George Meressa: So clearadsagencycom is the URL. Just search George Meressa on LinkedIn. I've got an obscure last name M-E-R-E-S-S-A. I think there's no one else with that. I'll just say George Meressa, so you'll find me. Connect with me there. But yeah, that's probably the best place.   Bradley Sutton: Favorite Helium 10 tool of all time.   George Meressa: Cerebro.   Bradley Sutton:     And something that you know. Maybe you don't know if we have or not, but you're like man, I don't think Helium 10 has this. If I was in charge of Helium 10 or this is the task I would give them that would give me more value.   George Meressa: I mean, you've got a Genie in there. Now we need the reverse, what helps you get money back. So that's what's, and it's free. So that's probably one I would have suggested, but you've already done it, so that's a box already ticked. I can't really think right now of anything I want. I think you've got the package. I think the data that we found has been, um, it's been so solid over the years. I think you, you're one of the very few companies who've had this data for so many years, and I think that's always been important to us. Um, but yeah,   Bradley Sutton: As you know, I'm going to Ethiopia for my first time. Obviously, I'm ordering lots of injera, but what's a couple of dishes that you recommend? Maybe even a dessert? I've never had Ethiopian dessert, so what are some things I should be looking for in some uh restaurants? I can call it by name and they'll be impressed that I know.   George Meressa: Okay so first, what you gotta do is you gotta find those little places where they're making coffee. There's like an old lady wearing all white and she's she doesn't have to be old, she could be young but like, um, like, and they're just making some coffee, the freshly brewed coffee. Get some of that, you're gonna love it. So that's the first place to go. And then, um, when it comes to India, the India is actually quite different to what you get in the uh, in the states and in the UK it's they use that.   It's that really brown sourdough. I don't know if you've had that version. It's usually kind of white flour they use in in your kind of Europe and the western world, but that's quite sour, so it's going to be interesting for you. I mean, you can take spice, right? Yeah, so I love ASAP. That's like the red sauce with the egg and the chicken and that is not my favorite, but, um, yeah, I think that's probably in Jera is like the most common thing to have there. So that's what I recommend.   Bradley Sutton: Love it, love it. That's the. It's a top three cuisine for me. Like I'm all for Mexican food, Korean food and then Ethiopian food is there, so like it's always been on my bucket list to go and I'm finally going only for a day, but maybe next time I'll be able to go for more.   George Meressa: That was the most random thing, though, and I think you told me three years ago. I was like George, do you have Ethiopian food? I was like yeah, and he's like I love it. And I was like what it was? Bradley was the last person food. It's like crazy. Anyway. I don't have many people that come up to me and tell me that and this is like an intimate cuisine for me, like I have it at home. I grew up with it, like growing up, and it's just there and um, and now you know you absolutely love it anyway. Crazy.   Bradley Sutton: Love it, love it. I will people know I march the beat of a different drummer. I don't like to go with what's the norm and that's definitely not the norm and I love it. So if you guys look up, uh, Yelp, if you have an Ethiopian restaurant near you, and give it a try and trust me, you're going to love it.   George Meressa: Thank you so much for having me, Bradley.   Bradley Sutton: Thank you for being on here, and we'll bring you back next year to see what you've been up to.   George Meressa: Sounds good.  

In this episode, our guest talks about YouTube growth, image optimization, selling internationally on Amazon, overcoming challenges, and top e-commerce strategies. Welcome to an insightful journey into the dynamic realms of e-commerce and content creation. In this episode, we're joined by Helium 10 Elite member David Quintieri, who shares his wealth of experience as a seasoned YouTuber with over 100 million views. Listen in as we explore the exciting intersection of YouTube and Amazon, uncovering strategies for leveraging video and user-generated content to boost e-commerce success. We highlight staggering success stories, like those of the Kelsey brothers and Joe Rogan, to illustrate the untapped potential of monetization on podcast platforms. David offers a unique perspective on bridging content creation with e-commerce, sharing valuable insights for both aspiring and established sellers.   Join us as we discuss essential strategies for enhancing your Amazon FBA business, from effective image usage in product listings to transitioning from a YouTube career into Amazon FBA selling. Learn about the importance of storytelling and emotionally resonant language in marketing images, and hear personal experiences about transitioning from selling generic products to building a unique brand. We also explore the value of educational resources and small paid groups in overcoming challenges and inspiring entrepreneurship, emphasizing the need to understand the intricacies of the Amazon selling process.   Additionally, we examine the cultural differences in entrepreneurship between the US and other countries, exploring how understanding the American consumer is crucial for international sellers. Our conversation also touches on the innovative use of AI tools for enhancing product images and Amazon listings, offering insights into staying competitive in the evolving e-commerce landscape. Finally, we reflect on the impact of relationship quality on personal and professional growth, encouraging listeners to invest in nurturing connections. Tune in for an episode packed with actionable strategies and inspiration for e-commerce success.   In episode 417 of the AM/PM Podcast, Kevin and David discuss: 00:00 - E-Commerce Strategies and Monetizing YouTube 07:07 - Utilizing YouTube Shorts And It's Algorithm 11:29 - Importance of Quality Photo Composition 13:28 - Amazon FBA Business Journey 16:51 - Scaling Business With Amazon Selling 23:10 - Building Confidence in E-Commerce Business 27:33 - Transitioning From Nine to Five Jobs 29:23 - Business Opportunities in Canada vs USA 32:47 - Advantages of Pursuing Opportunities in the US 36:57 - Utilizing AI Tools in E-Commerce 38:08 - Amazon Comprehend for Image Analysis  43:54 - Benefits of Helium 10 Elite Membership 49:15 - Kevin King's Words Of Wisdom

Unlock the full potential of Amazon's AI and take your product listings to new heights with the insights from this Tactics Tuesday podcast. As I sat down with industry expert Mike, we peeled back the layers of Amazon Comprehend and Rufus to reveal how they're changing the game for sellers and shoppers alike. We promise an eye-opening discussion that will equip you with the knowledge to harness the power of AI for optimizing your Amazon listings, giving you a much-needed edge in today's competitive market.Today's digital marketplace is a complex web of algorithms and AI, and we're here to guide you through its intricacies. Discover the critical role of Amazon flat files in shaping your product's success, and why understanding these files can be your secret weapon against upcoming AI and algorithm changes. We explored the shift towards natural language processing and how advancements like ChatGPT could forever alter the ecommerce landscape. With a focus on improving product discoverability through AI systems, our conversation provides actionable strategies for connecting with your consumers in an AI-driven world.The episode concludes with a deep dive into the transformative power of AI in product development. Embracing mobile apps and alternative shopping methods isn't just a novelty; it's a necessity for keeping up with the pace of change on platforms like Amazon. By experimenting with tools like Amazon's AI builder, you'll gain valuable perspectives on how your products are viewed and shopped for, directly influencing your approach to consumer engagement. Join us as we chart the course for thriving in an era where artificial intelligence is rapidly reshaping how we develop, market, and sell products online.

Listen in as we team up with e-commerce maestro Kevin King to uncover some of his most closely guarded Amazon strategies and hacks, designed to both save you money and significantly boost your profits. In this first installment of a two-part series, Kevin generously shares insights from our new and latest version of the Freedom Ticket course, revealing the fundamentals of branding, product selection, and customer service—essential knowledge for any serious Amazon seller. Not only do we cover these basics, but we also tease some of Kevin's 'ninja' strategies, giving you a taste of the powerful tactics he discusses in the Helium 10 Elite Mastermind Program. Our conversation with Kevin continues as we tackle the world of Amazon PPC, emphasizing the crucial role of conversion rates in successful campaigns. We delve into the importance of understanding and optimizing your brand entity score and the innovative ways you can leverage tools like Amazon Comprehend within your Q&A sections to boost product rankings. The dialogue shifts to the evolving landscape of AI, examining its transformative effects on e-commerce. Kevin and I discuss how savvy sellers are utilizing AI tools to generate everything from compelling images to high-quality video content, and even crafting targeted ads with platforms like AdGen AI. Wrapping up this content-rich session, we focus on strategies to maximize conversions and enhance the overall customer experience on Amazon. Kevin shares practical tips on pricing strategies for attracting product reviews, the psychological impact of using an 'index image' to display product benefits, and the importance of establishing a unique guarantee that resonates with your audience. Moreover, Kevin illuminates the potential goldmine of including optional insurance charges in direct-to-consumer sales and the art of presentation in online retail. Tune in to hear how these tactics, along with high-quality visuals, can revolutionize your approach to online sales in the era of AI-driven e-commerce. Stay tuned for part 2! In episode 548 of the Serious Sellers Podcast, Bradley and Kevin discuss: 00:00 - Secret Amazon Hacks With Kevin King 04:41 - Helium 10 Elite Training Webinar Hacks 06:06 - Improving Amazon PPC and Brand Entity 09:41 - Maximizing Q&A for Keyword Ranking 13:53 - Answering Questions on Amazon for Ranking 17:03 - Maximizing Rewards With Business Credit Cards 21:38 - AI Tools for Amazon Sellers 26:05 - Maximizing Conversions With Product Indexing 26:49 - Maximizing Reviews With Dummy Listings 31:15 - Testing Guarantee Names With Helium 10 31:25 - Direct to Consumer $4 Insurance Strategy Transcript Bradley Sutton: Today is part one in a two-part series with Kevin King, who's gonna open up some of his top Amazon hacks and strategies with you guys for the first time in a while. How cool is that? Pretty cool, I think. Bradley Sutton: Are you looking to learn how to sell on Amazon? The Freedom Ticket course made by Kevin King is one of the most popular courses ever created for Amazon sellers. It's got over 90 modules and 40 hours of detailed, step-by-step training to help get you started on your entrepreneurial journey. Now this course costs $997 but Helium 10 actually covers that cost of the course for any Helium 10 member. Find out why tens of thousands of students love this program by going to h10.me/freedom ticket. Don't forget that if you do sign up for a Helium 10 account, don't pay full price. Use our podcast discount code SSP10 to save 10% off for life. Bradley Sutton: Hello everybody and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that's completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And every year, every two years, Kevin King comes on and opens up with our audience some of our best hacks. And now, for the first time ever, we're actually opening that up right here on the podcast. So we are going to go ahead and have a recap of some of Kevin's top strategies that he opened up with a live audience and let's see what you guys think. There are some killer ones here. This was supposed to only be an hour, so I thought I could fit into one episode, but hey, Kevin had too much fire, so we're actually splitting this up into two different episodes. Here's part one. Hope you guys enjoy it. Bradley Sutton: We're going to be revealing some things that a lot of Amazon sellers maybe have never even heard of, and these are things that are designed to help you save money and make money. Two of the things that maybe is the reason why you're even in this Amazon game in the first place right. Now, something that's important, though we're going to be talking about hacks, if you want to call them that, or kind of ninja strategies you see that little ninja logo on the bottom right there but selling on Amazon is not just about knowing the latest hacks and tricks. These definitely can help but remember, we are not trying to take away from the very valid point that you have to know about branding, how to pick products, how to do keyword research, how to do your accounting, advertising, customer service. The fundamentals are still very important and so we've got the Freedom Ticket Program if you guys are interested in that. So some of you might, after watching this, be like, wow, you know what? I am not of this level yet. And don't worry, you're still going to be able to get value out of this regardless of the level you are. But if you're like man, a lot of this stuff is over my head. He's using terminology I haven't heard of. Freedom Ticket Program might be for you. That is something that beginners all the way to advanced sellers can take as a refresher course on the fundamentals of Amazon and we have a brand new one - brand new version first time in over two years. The fourth version of Freedom Ticket is coming out imminently, just in a couple of weeks. So make sure to stay tuned for that. Anybody who is already a Helium 10 member, you guys will be able to get access to that. Bradley Sutton: Now, I mentioned that Kevin is one of the main trainers of our Helium 10 Elite Mastermind Program-that's the one that I've been a part of since, way before I even worked at Helium 10 and probably the most popular thing that's part of this mastermind is every month, Kevin gives his ninja hacks. He gives like usually seven ninja hacks, and these are quick, actionable nuggets of knowledge that can help you immensely in your Amazon business. I think a lot of these hacks that he gives every month are valuable to the majority of Amazon sellers, and with those hacks, two guest speakers join him on these trainings and they share the latest strategies that's working right now. And so that is the basis of what Kevin is going to be talking about today. Today, instead of this being behind the closed doors of the Helium 10 Elite Mastermind, which most of the year is closed, he's opening up some of his favorite ones from the past doors of the Helium 10 Elite Mastermind, which most of the year is closed. He's opening up some of his favorite ones from the past couple of months with you, so you're going to get a sneak peek, without actually being Helium 10 Elite members, on the kind of level of knowledge that being part of this mastermind can help you. Kevin King: Welcome everybody to this webinar. Like Bradley said, we do this every single month, usually on a Thursday. It varies on the exact Thursday, sometimes around the middle of the month, but we do a Helium 10 Elite training and what I want to do today is basically, like Bradley says, open up the doors and share some of this with you. So I've gone through from the last few months, some of my favorite stuff. Then I'm going to share that with you today, absolutely free. So some of it will be the ninja hacks, the first six or so things that I have seven ninja hacks. That's what I do every single month. So I have seven of them here for you today as well. I'm going to share six of them with you, and then the seventh one, which is the one Bradley just talked about, where someone made a million dollars selling over a five-day weekend. I'm going to show you that hack. You've got Easter coming up, Mother's Day coming up. It could make a huge difference for some of you. So that'll be at the very end, so make sure you stay to that. If you leave earlier, you're going to miss the number one hack that could make you a lot of money and I've taken a few slides from some of the presenters that have been in the Helium 10, the guests and a couple. Just a little section of some of what they presented, and you know, when they presented it, they presented it their way and in their voice. I'm just going to give you a quick little summary of those, just so you can get a taste of the kind of stuff that you find in Helium 10 Elite and share that with you. And you're going to find some actionable, good stuff today. Kevin: Number one this is something that you're going to fail at. You know, everybody's always like PPC. I hate PPC. It just drives me crazy. You know, and you're going to actually fail at PPC unless you fix this metric. This is something that nobody really talks about. Aaron Cordova is actually the one that shared this, and I think Destaney Wishon has talked about it and a few other people have talked about it. But if you don't actually take a look at this metric, your PPC is just going to drive you crazy and cost you through the nose. Kevin: What you want to do is you want to check the benchmark conversion rate for your brand. Now you're going to need brand registry. So if you don't have a trademark filed and you're not brand registered, you won't be able. What you want to be checking for is, if you're not at the bare minimum median conversion rate for your category, you're most likely going to be spinning through the nose on your PPC and it's just not going to work like you want it to be. Your ACOS is going to go and your TACOS are going to go through the roof. This video here is about a minute video. I'm going to play it. I'm going to have to hold up a little speaker next to my microphone because for some reason the Zoom is not letting the sound, but Aaron is going to explain this to you on this video. Here we go. Aaron: Basically, you find your conversion rate compared to everybody else. You go to campaign manager okay, campaigns. If you know how to get the campaign manager that you have other problems, campaign manager, you go here. Then you go to the side it's called insights and reporting. You're going to get a brand metrics okay, the brand metrics are awesome. Okay, in here you're going to pick your brand. You're going to get brand metrics, okay, the brand metrics are awesome. Aaron: In here, you're going to pick your brand. You're going to pick a category. In this case, I'm going to pick sports water bottles. Okay, select that guy and continue. Okay, then you're going to go in here and you're going to press this little view detailed metrics for your brand in this category. This is going to be horrible. I apologize, this is something we haven't really worked on very well. Check out this. Customer conversion rates your brand 4.9%, category median 10 and sometimes a lot of them, they show the category top okay. This is an embarrassment. This listing is an embarrassment. Okay, it is half as less than half as good as the median, which, when you're just at the medium, your product probably will not even be profitable because you're literally average, essentially horrible. But this is how you open the door to see if you're going to have a best seller at the very, very, very, very minimum. You got to be at the category median. Kevin: If you're not, at that category median then you need to adjust your listing. You need to fix your product page. You need to fix your product page. You need to fix your listing so that you can convert higher. Otherwise you're going to be fighting an uphill battle on everything. All right, that's number one. Number two this is how you can boost your brand entity score. How many of you ever heard of a brand entity score? I bet there's hardly any of you out there. There might be a couple of you have heard of a brand entity score. Does anybody know what the brand entity score is? Everybody has one on Amazon. Kevin: If you're a seller on Amazon and this affects your rank, it's a score that Amazon does. There's a lot of factors in the A9 that affect your rank. There's a ton of factors but the brand entity score plays a major role in how do you rank and you can affect this with your Q&A section. Amazon doesn't just look at your keywords. They don't just look at your title and your bullet points and your back-end keywords. They're reading everything. They're reading the Q&A section. They're now using AI to analyze your images. They're taking a lot of stuff into account when they're going to rank you and the Q&A section plays a major role. So if your Q&A section is fairly empty, that's a problem. You section is fairly empty, that's a problem. You need to get that full. That's one of the ways that some people, when they first start out and they have no reviews, they fill their Q&A section and you watch what you can do. You can rank a lot quicker. But this brand entity score is something you want to pay attention to. Kevin: How do you find it? There's something called Amazon Comprehend. Now this was shared by Matt over at ClearAds, originally on LinkedIn, and then he presented it in detail at my recent Billion Dollar Seller Summit and then we've shared it here as a hack. He's allowed me to share part of it, so I can't show the whole thing, but he allowed me to share part of it in my newsletter and here. Kevin: But it's called Amazon Comprehend and what you want to do, you can access this. There's a link there at the bottom. It's on AWS, on Amazon AWS, and it's an API. So it takes a little bit of programming know-how or how to get into this thing. It's not too bad but it's not like straightforward. Kevin: But with this Amazon Comprehend, once you get access to the API, what you can do is you can maximize your Q&As for keyword ranking. So the Q&A section on Amazon on your product. You want to maximize that for keyword ranking. So what you want to do is you want to remove the bias from search. So your description and all the content on your listing, they have a bias towards the seller of the product. So Amazon knows that you're optimizing your listing like you're making this the best and you're like saying that my product is the greatest thing since sliced bread. But Amazon's like how do we know that Kevin can say his product's the best, but maybe it's actually not so good despite what he says or whatever claims he's making? So we want to know from the customer what do they actually think? And let's take what they actually think and factor that into how we're going to rank this product. So they use the Q&A section and reviews both of those to do this. So if you don't have reviews and Q&A, you have a bias. Kevin: So what you want to do is you want to come in and gather questions that people might be asking about your product. So how do you do that? If you don't know, if you don't have legitimate questions and people haven't asked real questions yet, you can go out to tools like Ahrefs or Semrush. Those are big SEO tools so they have a free aspect and there's a paid aspect. Or you can go to answerthepublic.com. That's Neil Patel's company. Neil spoke at the Sell and Scale Summit Helium 10 did about a year and a half ago. But answer the public and you can just type in a keyword. You can type in you know, if you're selling dog bowls, slow-feed dog bowls, you can type slow-feed dog bowl into answerthepublic.com and it'll spit back. It goes out and reads Reddit and all these different forums and says these are the questions people are asking about slow-feed dog bowls. So you can take those as a seed and you can then use those and have someone ask those on your Amazon listing and then you, as the seller, answer them just to get some in there. But you're going to answer them in such a way that you want to make sure that you answer yes or no. Amazon is looking for yes or no answers. Big answers are great, but if you can start, if someone says, does this slow feed dog bowl keep my dog from having diarrhea, you want to try to phrase your answer in the form that you say yes or no and then you can say other stuff and put additional keywords in there for ranking and all this. Kevin: But they're looking for yes and no answers to questions and that's how they can guide. Like, if someone types in slow-feed dog bowl stomach problems or something they're going to know, yes, this one actually helps it. So you want to get multiple questions in there and then what you're going to do is you're going to use Amazon Comprehend. Before you put these questions in, you're going to actually and the answers, you're going to use it to actually get a score. So it's going to return the sentiment. So you're going to ask the question, show that, upload that into Comprehend, put the answer and then make sure you're getting a high percentage of confidence. Amazon Comprehend will give you a score back. It's on like a zero to one scale and it will give you a score back and you want a high level of confidence towards Amazon interpreting your response as positive or negative. Kevin: Now you can also do this and go look at your competition's reviews. You can gather it from there. You don't have to go to answer the public. You can get what people are asking on other people's products and use those and once you find the ones that have the high confidence. Then what you want to do, uh, which one? Like I said, is zero to one, but one is the highest. Those are the ones that you want to get onto your listing and those are the ones you want to put onto your listing. Kevin: So what you're going to do is you're going to these newly found questions that score high on the confidence, using Amazon Comprehend. You're going to go and actually, either maybe you have a buyer account that you buy stuff from Amazon you can ask the question or you can get your friends or family or someone to ask a question. Remember, this is not review, so it's okay. You can get someone to ask a question. Or, if you're on a Facebook group, say, can you ask this question? And then you go in there as the seller this is important, it gives you a little bit more weight and answer the questions. Whenever someone asks a question, Amazon pings. I don't know what the number is now three to five, ten people says, hey, do you know the answer to this question? But one of them is always the seller. You want to be the first to try to get in there and answer before someone else does and messes it up. They may answer too but you want to get yours in there as quick as you can, so you go in and answer it with that yes or no or whatever. When you ran it through Amazon Comprehend whatever it gave you as the highest score and this is going to help you rank on Amazon. It's a pretty cool little technique. Kevin: Here's another way. Everybody's always got cash flow problems. Money, money, money, money, money. How do I pay for this? How do I pay for that? Not everybody has a rich uncle or deep pockets. If you have decent credit, this is a way that you can actually extend your supplier payments for 60 days with zero interest. It's pretty cool. It's called the Amazon Plum Card, so if you have decent credit I don't know if this is available to people in other countries. I'm not sure what their exact rules are on what countries you have to live in to get this. Obviously, US citizens can get it, but Amazon has a whole bunch of, I mean sorry, American Express has a whole bunch of different cards. The Plum Card actually gives you discounts for paying early. So if you charge all your PPC or you charge whatever you want to charge suppliers. Whatever you want to charge, if you pay it early they'll give you a 1.5% discount. Or they have an option where you can extend it for 60 days and don't have to pay any interest as long as you pay the minimum due. You got to make a minimum payment. As long as you pay the minimum due, they'll give you 60 days to pay that. So this can be a great way. If you're trying to juggle some cash is to use this card. Kevin: A lot of you are saying, Kevin, that's all great, but my supplier doesn't take credit cards. How am I supposed to pay my supplier with credit cards? I always have to wire money or use Alibaba Escrow or something or whatever. Actually, there's a service called Melio. This one right here, Melio Payments that allows you to actually pay by credit card anybody, so you can pay suppliers. They do charge a fee, so it costs you about 2.5% to 3% roughly. So they do charge a fee because they get hit with processing fees but that fee is often less than what you would pay in interest or to get a loan, or origination fees or something else, and so that is an option, especially if you combine this. Kevin: If you're really cash flowing, you can go to bankrate.com and you can do a search for 0% interest credit cards and there's a lot of credit cards that have 12, 15, 18 months of 0% interest. So if you go there and actually apply for one of those credit cards, you have decent credit. You can get a 0% interest credit card that you can ride out for a while, while you're growing your business and use Melio payments to pay it. You're basically paying a 3% fee, which is basically a 3% interest, which is dirt-cheap in today's world. Now another credit card you might want to consider, if you're already selling and you're running a lot of PPC especially, is the Amex Business Gold Card. This is not the regular gold card, not the consumer gold card. It has to be the business gold card but it gives you 4x points on all your PPC spend up to $150,000 per card. So you can get 600,000 points on one single card in a year. Kevin: And I know one of the guys that comes to one of my events, the Billion Dollar Seller Summit. He actually, and I'm not sure if he's in Helium 10 Elite or not, but he has like 10 of these cards. He lives in Brazil and he cycles through them, so as soon as one hits that $150,000 on his PPC spin, he just swaps out the card. He says he's flown first class everywhere in the world and hasn't paid for a plane ticket in years and flying first class with him, his wife, his family, that this card is an amazing card for that. So there's different credit cards for different purposes but those are two that you might want to consider and you can transfer these to different airlines. You can transfer them to hotels. Kevin: You know Bradley is always going out to the, he's always doing the Maldives honeymoon strategy. He's been out to the Maldives three or four times. A lot of you may not realize that's not Helium 10 sending him out there. They're not saying man Bradley, good job, dude, here's a free trip to the Maldives. No, he's using his miles and his points to go out there on his own and do this stuff for you. But this is one of the ways he knows how to do this. There's another site called points.me where you can see what's the best place to transfer stuff. Kevin: There's a ton of stuff around this but I just want to show you this. Really cool. We could talk about this for hours of all kinds of cool stuff you can do, but I just want to show you these really quick. Now here's some AI. AI is the hot thing right now. Everybody's AI, this AI, that. There's some stuff that everybody's just sticking AI on the end of everything, even if it's not really AI. But I want to show you 11 really cool tools. There's a lot more but these are just 11 tools that you may find useful in selling e-commerce, that may come in useful in helping you with your images or helping you with research, or helping you with a few different things. Before I do that, if you have not seen this, this is from Sora, S-O-R-A, and this is video. It's not publicly available yet, but karavideo.ai has a wait list right now and they're gonna be the first to offer this. Kevin: This is studio level quality imagery on by video by prompting. So you type in a text prompt, you type in a paragraph, say I want a video like this and it will make the video up to I think it's 30 or 45 seconds right now, maybe up to. It's going to get to where it can do much longer videos and entire movies, but it's amazing. I'm going to play this for you. There's no sound on this, so I'm going to play this for you. Kevin: But this video here of these mammoths walking and these people walking through a Tokyo with the cherry blossoms, this little animation here. This was all done in minutes by typing in a prompt. So, like those mammoths, this was the prompt that was used. That's the exact prompt. Several giant woolly mammoths this was the prompt that was used. That's the exact prompt. Several giant woolly mammoths approached, treading through a snowy meadow, blah, blah, blah, blah, blah. That's what made that video. Kevin: In fact, there's movie producers now that are saying this is going to change everything. We're going to be able to do entire movies without movie studios. It's crazy. You're going to be able to do product videos and lifestyle stuff and all kinds of crazy stuff with it. So keep your eyes on this, and I would recommend you get on the list at karavideo.ai so when this opens up, you get some of the first access to it. They're a little bit worried about how authentic this is right now, so they're putting in some safeguards, but it's really cool technology. Kevin: Now, notice there was no sound on this one, because this doesn't make the sound, it just makes the video. So you need sound. So what has happened is ElevenLabs has a tool that will take a quiet video for example, that mammoth and it will analyze what's in the video and it will make the sound of, like the mammoths crunching the snow or making their horns their sound, you know. Whatever. This is an example of a video I'm about to play here. It may be a little bit hard to hear I'm going to hold the speaker up to it of a video I'm about to play here. It's maybe a little bit hard to hear, I'm going to hold the speaker up to it, but this video was made with a prompt, silent. And then this ElevenLabs went in, analyzed the video, what's in the video, and added all the sound effects using AI in a matter of minutes. So let me. AI audio: In a place beyond imagination, where the horizon kisses the heavens. One man dares to journey where few have ventured. Armed with nothing but his wit and an unyielding spirit, he seeks the answers to mysteries that lie beyond the stars. Kevin: This is pretty cool stuff. You're going to be able to do some amazing stuff with your products, with your advertising, with everything. This is coming and it's important to stay on the cutting edge of this, because if you're first mover in a lot of this stuff, you're going to have major, major advantages over your competition. Now there's more to this, though. It even gets cooler. You can actually now do ads with AI. These ads will go out and this adgen.ai will actually go to your Shopify site. It will go to your Amazon listing. You can put in the URL of your Amazon listing and it will create ads formatted perfectly for Facebook, Instagram, Linkedin, everywhere, automatically based on that. Then you can do some modifications, but it's really cool. So you can give it a brand name, you can give it a URL, you can give it a subject and it will automatically create the ads for you. This is another one Pika Art which will take a still photo and add animation to it, and then you can automatically change it. You can just type in the background and it automatically changes. It's called pika.art. You can change your top. Here you have a monkey. Let's put some sunglasses on him. You can do this. You can just drop in a still image that doesn't move and you can add movement to it. It's really cool where this stuff is going. This is a prompt. You can take a screenshot of this. I'm not going to go through the whole thing or you'll get this in the replay. They'll show you actually how to use peak art to add movement, which can actually dramatically increase your engagement rate on social media or any kind of advertising you do. It's amazing stuff. There's crazy stuff that's out there. Kevin: Now some additional tools, Chad Rubin went through a bunch of AI tools and he said these are some of the ones that he considers to be the god mode of AI frameworks. I'm just going to buzz through them really quick. You can take notes and go check them out later. One is called booth.ai. It generates studio-quality product photos in minutes, so you don't even need a photographer anymore. Another one called CopyMonkey. This optimizes your Amazon listing. There's others like Shoelix, and there's quite a few out there that will do this, but CopyMonkey is one you might want to check out. There's ReviewScout, which, if you're a reseller or a wholesaler, it'll give you deep insights into the competition and buyer box trends for wholesalers or resellers. There's one called MContent, which also helps you do all kinds of great imagery change out backgrounds, put your product in special scenes. They just introduced some new cool tools just this week, so MContent is really good. He's presented on the Helium 10 Elite as well. Kevin: DoMyShoot's another one that will help you do all your visual content. So basically it's AI as your photographer. Instead of spending $5,000 to take everybody to the beach, you can upload your product and put it in any kind of scene that you want. frequently.ai is another one that's really, really good. Another that has all kinds of answers to all kinds of questions. Another one is the valky.ai, or some people know it as Shoelix. That one's another one that's really popular. So these are all some cool Amazon or AI tools for Amazon sellers. Another one is iphoto.ai will help you create your listing images where you can upload your product and drop it into all kinds of scenes, modify it, do testing on different images and different backgrounds. It's really really cool. So those are some of the AI tools that are out there. Kevin: The number five here. This is from Ayana at YLT Translations. She presented on the Helium 10 Elite and she said you know, this is a cool little trick on how you can get more reviews. So you have to be selling in additional marketplaces. If you're just selling in the US marketplace, this won't work. But if you're set up to sell in other marketplaces, you know Amazon combines the listings. When you don't have a lot of combines the reviews, I'm sorry. When you don't have a lot of combines the reviews, I'm sorry when you don't have a lot of listings from other marketplaces. So what she's saying is you can create dummy ASINs and of your target products and then list them in all the different marketplaces. Now someone buys it, that's okay, but you can also create dummy ASINs and then what you do is you and each one of those make sure they're in all the same browse mode. She has the steps here make sure that the localized listing is live, at least the tile and some bullet points, so you put a legitimate you know it's localized and it's in the right language and it's written right and put a really low price so that viners don't get hit, because most people don't realize that sometimes, when your price is high, vine reviewers don't take your product even though they might want it, because once they hit $600, they have to pay taxes on it. Kevin: So a lot of people don't realize that in the United States that anything over $600 in gifts, they get a 1099 from Amazon at the end of the year. So if they got $10,000 worth of products at retail price and they then have to pay, Amazon says this is what we gave you in gifts. It's just like winning. If you went to the Price is Right or a game show or Jeopardy or something, you have to pay taxes on those winnings. Or if you went in Vegas over $10,000, you got to pay taxes. So this is a lot of times, they won't take your product if it's a $49 product because they're like ah, that's just going to add to my taxes. But if it's temporarily $9.95 while you're getting the vine reviews and then you put it back at $49.95 later, they might take it. So you want local low pricing and then you go out and you get. Kevin: You do vine reviews everywhere and then they'll all combine together. If you do them in multiple marketplaces and if you really get do this right, you can get up to 2,400 different ones. And some of the ways you can do these. You know these quote-unquote dummy listings that she's got on the right-hand side there. You just do different colors of a product. That's kind of like a dummy listing. It's like, okay, I have azure, I have a cobalt, I have a navy, a sapphire sky teal, and then you could have your supplier make just a couple of each of these colors and then you send those out. This is a really cool way to actually get your reviews up and then, once you get enough reviews in a marketplace, it wants to keep sharing these. It'll just share that marketplace usually, but this is a way that you can get a running start. It's a pretty cool little technique. Kevin: This is from Matt Koston. He presented a couple months ago on Helium 10 Elite and this is one of his tricks. That he showed is this is how you can convert like crazy with what he called an index image. This he calls it the. It's the image in your listing that will be the top reasons why your product is the best. This is not your main photo. This is not your photo number one. This is what he calls this photo number two, and it's an index of your products. Is why I think it's why he calls it the index damage, and what he says is you need to number the benefits. A lot of people are using call-outs, they use infographics but they don't number them. He runs a company that does testing and split testing and all kinds of stuff and he says that they've tested this to the end of the earth and back and this is what works. So you want to actually have numbers like this. So something like this should be your second image the five reasons you love, or the seven reasons, or the three reasons. Kevin: Odd numbers are always better than even numbers. Three, five or seven or nine always work the best. Why do I do seven ninja hacks every month for Helium 10 Elite? Seven is a magic number when it comes to psychology. But here he's got the five and look, there's numbers. That's important. He just doesn't list them. People like order and when they see numbers, their mind can sort it and they can read it quickly and it makes sense to them. So the numbering system here is critical, not just the fact that he put the main point, the main benefit and capital, and then explained it in bold and a little bit larger and then explained everything else below it in light blue. But he's got these numbers. That's the critical thing is numbering it. Kevin: And then you notice here. On the third one, there's a US flag. US flags for Americans can up your conversion rate dramatically. You don't have to have a product that was made in the USA. You can say you're a USA company. Now, if you're going to say it's made in the USA and put a flag, it needs to be made in the USA, don't lie. You can say we're a small US company and you can have a flag. Kevin: Now, I see people sometimes make mistakes where they put a flag and they put it inside their graphics or their photos and they don't put it in red, white and blue. They put it in green or they put it in some other color. Never, ever, do that. The flag always needs to be in red, white and blue and look like an American flag. Don't change the colors on it to make it fit the graphic it needs to look because that instantly says a message. But these little things can convert really really well for you. Kevin: It also says add a golden guarantee. Amazon automatically guarantees if they don't like the product they can return it. But you want a golden guarantee. You almost want to name it. Give it some sort of crazy name the PX22G guarantee or something. Don't just say it's money back guarantee or 100% money back or satisfaction guarantee. That's all just common. Give it some sort of crazy name - the dog barker, the tail wagging guarantee or something like that. The outlandish almost ridiculous in your guarantee name. So here's some examples 100%, no mosquito bites guarantee. Bottom of the bottle guarantee, lifetime never lost guarantee. Give it some sort of name like that, not just money back or your satisfaction guarantee or some general thing. Give it a name. It resonates with people and will help your conversions. Like I said here, the generic like 30 money-back guarantee gets just lost in the noise. Test your guarantee names too. You can use Helium 10 to do that. There's other tools out there, but Helium 10 has it built in. Where you can, actually they have a relationship with PickFu but you can do it through Helium 10 and test the guarantee names as well. The number of sales you make is far higher than the people who will take advantage of the guarantee. So don't worry about a guarantee. Kevin: I have something in one of my things I do direct to consumer and I have a $4 insurance charge. It's optional but it's automatically on the order form. They have to cross it out. If they don't want it, it fills it in, but then they cross it out and about 30% or 40% of the people pay that $4. And every year, if I send out 5,000 orders, I might have three people take me up on it. And so, out of 5,000 orders, if 40% take it, that's 2,000 people that pay me $4. That's eight grand and I had to replace three orders. There's big money in this. So don't worry about a lot of people taking advantage of it. Some will. Kevin: There's also something called the squeezed benefit test. You take a look on the left. This is the original graphic that someone had. Has all the bullet points. This is what you normally see and what most of you're probably doing. But look at the one on the right same type of stuff but much easier to read, numbered, organized with icons. This converts people on Amazon buy photos, they don't buy products. I think Perry Belcher originally said that they buy photos, they don't buy products. So your photos are crucial to your conversion and they're going to become even more crucial with AI. This is the test. And look at the difference, even of people, it's 76%. That's 100% certainty that this is a much better option. So this is a cool little tactic that you can do.

Evelyn Osman, Principal Platform Engineer at AutoScout24, joins Corey on Screaming in the Cloud to discuss the dire need for developers to agree on a standardized tool set in order to scale their projects and innovate quickly. Corey and Evelyn pick apart the new products being launched in cloud computing and discover a large disconnect between what the industry needs and what is actually being created. Evelyn shares her thoughts on why viewing platforms as products themselves forces developers to get into the minds of their users and produces a better end result.About EvelynEvelyn is a recovering improviser currently role playing as a Lead Platform Engineer at Autoscout24 in Munich, Germany. While she says she specializes in AWS architecture and integration after spending 11 years with it, in truth she spends her days convincing engineers that a product mindset will make them hate their product managers less.Links Referenced:LinkedIn: https://www.linkedin.com/in/evelyn-osman/TranscriptAnnouncer: Hello, and welcome to Screaming in the Cloud with your host, Chief Cloud Economist at The Duckbill Group, Corey Quinn. This weekly show features conversations with people doing interesting work in the world of cloud, thoughtful commentary on the state of the technical world, and ridiculous titles for which Corey refuses to apologize. This is Screaming in the Cloud.Corey: Welcome to Screaming in the Cloud. I'm Corey Quinn. My guest today is Evelyn Osman, engineering manager at AutoScout24. Evelyn, thank you for joining me.Evelyn: Thank you very much, Corey. It's actually really fun to be on here.Corey: I have to say one of the big reasons that I was enthused to talk to you is that you have been using AWS—to be direct—longer than I have, and that puts you in a somewhat rarefied position where AWS's customer base has absolutely exploded over the past 15 years that it's been around, but at the beginning, it was a very different type of thing. Nowadays, it seems like we've lost some of that magic from the beginning. Where do you land on that whole topic?Evelyn: That's actually a really good point because I always like to say, you know, when I come into a room, you know, I really started doing introductions like, “Oh, you know, hey,” I'm like, you know, “I'm this director, I've done this XYZ,” and I always say, like, “I'm Evelyn, engineering manager, or architect, or however,” and then I say, you know, “I've been working with AWS, you know, 11, 12 years,” or now I can't quite remember.Corey: Time becomes a flat circle. The pandemic didn't help.Evelyn: [laugh] Yeah, I just, like, a look at that the year, and I'm like, “Jesus. It's been that long.” Yeah. And usually, like you know, you get some odd looks like, “Oh, my God, you must be a sage.” And for me, I'm… you see how different services kind of, like, have just been reinventions of another one, or they just take a managed service and make another managed service around it. So, I feel that there's a lot of where it's just, you know, wrapping up a pretty bow, and calling it something different, it feels like.Corey: That's what I've been low-key asking people for a while now over the past year, namely, “What is the most foundational, interesting thing that AWS has done lately, that winds up solving for this problem of whatever it is you do as a company? What is it that has foundationally made things better that AWS has put out in the last service? What was it?” And the answers I get are all depressingly far in the past, I have to say. What's yours?Evelyn: Honestly, I think the biggest game-changer I remember experiencing was at an analyst summit in Stockholm when they announced Lambda.Corey: That was announced before I even got into this space, as an example of how far back things were. And you're right. That was transformative. That was awesome.Evelyn: Yeah, precisely. Because before, you know, we were always, like, trying to figure, okay, how do we, like, launch an instance, run some short code, and then clean it up. AWS is going to charge for an hour, so we need to figure out, you know, how to pack everything into one instance, run for one hour. And then they announced Lambda, and suddenly, like, holy shit, this is actually a game changer. We can actually write small functions that do specific things.And, you know, you go from, like, microservices, like, to like, tiny, serverless functions. So, that was huge. And then DynamoDB along with that, really kind of like, transformed the entire space for us in many ways. So, back when I was at TIBCO, there was a few innovations around that, even, like, one startup inside TIBCO that quite literally, their entire product was just Lambda functions. And one of their problems was, they wanted to sell in the Marketplace, and they couldn't figure out how to sell Lambda on the marketplace.Corey: It's kind of wild when we see just how far it's come, but also how much they've announced that doesn't change that much, to be direct. For me, one of the big changes that I remember that really made things better for customers—thought it took a couple of years—was EFS. And even that's a little bit embarrassing because all that is, “All right, we finally found a way to stuff a NetApp into us-east-1,” so now NFS, just like you used to use it in the 90s and the naughts, can be done responsibly in the cloud. And that, on some level, wasn't a feature launch so much as it was a concession to the ways that companies had built things and weren't likely to change.Evelyn: Honestly, I found the EFS launch to be a bit embarrassing because, like, you know, when you look closer at it, you realize, like, the performance isn't actually that great.Corey: Oh, it was horrible when it launched. It would just slam to a halt because you got the IOPS scaled with how much data you stored on it. The documentation explicitly said to use dd to start loading a bunch of data onto it to increase the performance. It's like, “Look, just sandbag the thing so it does what you'd want.” And all that stuff got fixed, but at the time it looked like it was clown shoes.Evelyn: Yeah, and that reminds me of, like, EBS's, like, gp2 when we're, like you know, we're talking, like, okay, provision IOPS with gp2. We just kept saying, like, just give yourself really big volume for performance. And it feel like they just kind of kept that with EFS. And it took years for them to really iterate off of that. Yeah, so, like, EFS was a huge thing, and I see us, we're still using it now today, and like, we're trying to integrate, especially for, like, data center migrations, but yeah, you always see that a lot of these were first more for, like, you know, data centers to the cloud, you know. So, first I had, like, EC2 classic. That's where I started. And I always like to tell a story that in my team, we're talking about using AWS, I was the only person fiercely against it because we did basically large data processing—sorry, I forget the right words—data analytics. There we go [laugh].Corey: I remember that, too. When it first came out, it was, “This sounds dangerous and scary, and it's going to be a flash in the pan because who would ever trust their core compute infrastructure to some random third-party company, especially a bookstore?” And yeah, I think I got that one very wrong.Evelyn: Yeah, exactly. I was just like, no way. You know, I see all these articles talking about, like, terrible disk performance, and here I am, where it's like, it's my bread and butter. I'm specialized in it, you know? I write code in my sleep and such.[Yeah, the interesting thing is, I was like, first, it was like, I can 00:06:03] launch services, you know, to kind of replicate when you get in a data center to make it feature comparable, and then it was taking all this complex services and wrapping it up in a pretty bow for—as a managed service. Like, EKS, I think, was the biggest one, if we're looking at managed services. Technically Elasticsearch, but I feel like that was the redheaded stepchild for quite some time.Corey: Yeah, there was—Elasticsearch was a weird one, and still is. It's not a pleasant service to run in any meaningful sense. Like, what people actually want as the next enhancement that would excite everyone is, I want a serverless version of this thing where I can just point it at a bunch of data, I hit an API that I don't have to manage, and get Elasticsearch results back from. They finally launched a serverless offering that's anything but. You have to still provision compute units for it, so apparently, the word serverless just means managed service over at AWS-land now. And it just, it ties into the increasing sense of disappointment I've had with almost all of their recent launches versus what I felt they could have been.Evelyn: Yeah, the interesting thing about Elasticsearch is, a couple of years ago, they came out with OpenSearch, a competing Elasticsearch after [unintelligible 00:07:08] kind of gave us the finger and change the licensing. I mean, OpenSearch actually become a really great offering if you run it yourself, but if you use their managed service, it can kind—you lose all the benefits, in a way.Corey: I'm curious, as well, to get your take on what I've been seeing that I think could only be described as an internal shift, where it's almost as if there's been a decree passed down that every service has to run its own P&L or whatnot, and as a result, everything that gets put out seems to be monetized in weird ways, even when I'd argue it shouldn't be. The classic example I like to use for this is AWS Config, where it charges you per evaluation, and that happens whenever a cloud resource changes. What that means is that by using the cloud dynamically—the way that they supposedly want us to do—we wind up paying a fee for that as a result. And it's not like anyone is using that service in isolation; it is definitionally being used as people are using other cloud resources, so why does it cost money? And the answer is because literally everything they put out costs money.Evelyn: Yep, pretty simple. Oftentimes, there's, like, R&D that goes into it, but the charges seem a bit… odd. Like from an S3 lens, was, I mean, that's, like, you know, if you're talking about services, that was actually a really nice one, very nice holistic overview, you know, like, I could drill into a data lake and, like, look into things. But if you actually want to get anything useful, you have to pay for it.Corey: Yeah. Everything seems to, for one reason or another, be stuck in this place where, “Well, if you want to use it, it's going to cost.” And what that means is that it gets harder and harder to do anything that even remotely resembles being able to wind up figuring out where's the spend going, or what's it going to cost me as time goes on? Because it's not just what are the resources I'm spinning up going to cost, what are the second, third, and fourth-order effects of that? And the honest answer is, well, nobody knows. You're going to have to basically run an experiment and find out.Evelyn: Yeah. No, true. So, what I… at AutoScout, we actually ended up doing is—because we're trying to figure out how to tackle these costs—is they—we built an in-house cost allocation solution so we could track all of that. Now, AWS has actually improved Cost Explorer quite a bit, and even, I think, Billing Conductor was one that came out [unintelligible 00:09:21], kind of like, do a custom tiered and account pricing model where you can kind of do the same thing. But even that also, there is a cost with it.I think that was trying to compete with other, you know, vendors doing similar solutions. But it still isn't something where we see that either there's, like, arbitrarily low pricing there, or the costs itself doesn't really quite make sense. Like, AWS [unintelligible 00:09:45], as you mentioned, it's a terrific service. You know, we try to use it for compliance enforcement and other things, catching bad behavior, but then as soon as people see the price tag, we just run away from it. So, a lot of the security services themselves, actually, the costs, kind of like, goes—skyrockets tremendously when you start trying to use it across a large organization. And oftentimes, the organization isn't actually that large.Corey: Yeah, it gets to this point where, especially in small environments, you have to spend more energy and money chasing down what the cost is than you're actually spending on the thing. There were blog posts early on that, “Oh, here's how you analyze your bill with Redshift,” and that was a minimum 750 bucks a month. It's, well, I'm guessing that that's not really for my $50 a month account.Evelyn: Yeah. No, precisely. I remember seeing that, like, entire ETL process is just, you know, analyze your invoice. Cost [unintelligible 00:10:33], you know, is fantastic, but at the end of the day, like, what you're actually looking at [laugh], is infinitesimally small compared to all the data in that report. Like, I think oftentimes, it's simply, you know, like, I just want to look at my resources and allocate them in a multidimensional way. Which actually isn't really that multidimensional, when you think about it [laugh].Corey: Increasingly, Cost Explorer has gotten better. It's not a new service, but every iteration seems to improve it to a point now where I'm talking to folks, and they're having a hard time justifying most of the tools in the cost optimization space, just because, okay, they want a percentage of my spend on AWS to basically be a slightly better version of a thing that's already improving and works for free. That doesn't necessarily make sense. And I feel like that's what you get trapped into when you start going down the VC path in the cost optimization space. You've got to wind up having a revenue model and an offering that scales through software… and I thought, originally, I was going to be doing something like that. At this point, I'm unconvinced that anything like that is really tenable.Evelyn: Yeah. When you're a small organization you're trying to optimize, you might not have the expertise and the knowledge to do so, so when one of these small consultancies comes along, saying, “Hey, we're going to charge you a really small percentage of your invoice,” like, okay, great. That's, like, you know, like, a few $100 a month to make sure I'm fully optimized, and I'm saving, you know, far more than that. But as soon as your invoice turns into, you know, it's like $100,000, or $300,000 or more, that percentage becomes rather significant. And I've had vendors come to me and, like, talk to me and is like, “Hey, we can, you know, for a small percentage, you know, we're going to do this machine learning, you know, AI optimization for you. You know, you don't have to do anything. We guaranteed buybacks your RIs.” And as soon as you look at the price tag with it, we just have to walk away. Or oftentimes we look at it, and there are truly very simple ways to do it on your own, if you just kind of put some thought into it.Corey: While we want to talking a bit before this show, you taught me something new about GameLift, which I think is a different problem that AWS has been dealing with lately. I've never paid much attention to it because it is the—as I assume from what it says on the tin, oh, it's a service for just running a whole bunch of games at scale, and I'm not generally doing that. My favorite computer game remains to be Twitter at this point, but that's okay. What is GameLift, though, because you want to shining a different light on it, which makes me annoyed that Amazon Marketing has not pointed this out.Evelyn: Yeah, so I'll preface this by saying, like, I'm not an expert on GameLift. I haven't even spun it up myself because there's quite a bit of price. I learned this fall while chatting with an SA who works in the gaming space, and it kind of like, I went, like, “Back up a second.” If you think about, like, I'm, you know, like, World of Warcraft, all you have are thousands of game clients all over the world, playing the same game, you know, on the same server, in the same instance, and you need to make sure, you know, that when I'm running, and you're running, that we know that we're going to reach the same point the same time, or if there's one object in that room, that only one of us can get it. So, all these servers are doing is tracking state across thousands of clients.And GameLift, when you think about your dedicated game service, it really is just multi-region distributed state management. Like, at the basic, that's really what it is. Now, there's, you know, quite a bit more happening within GameLift, but that's what I was going to explain is, like, it's just state management. And there are far more use cases for it than just for video games.Corey: That's maddening to me because having a global session state store, for lack of a better term, is something that so many customers have built themselves repeatedly. They can build it on top of primitives like DynamoDB global tables, or alternately, you have a dedicated region where that thing has to live and everything far away takes forever to round-trip. If they've solved some of those things, why on earth would they bury it under a gaming-branded service? Like, offer that primitive to the rest of us because that's useful.Evelyn: No, absolutely. And honestly, I wouldn't be surprised if you peeled back the curtain with GameLift, you'll find a lot of—like, several other you know, AWS services that it's just built on top of. I kind of mentioned earlier is, like, what I see now with innovation, it's like we just see other services packaged together and releases a new product.Corey: Yeah, IoT had the same problem going on for years where there was a lot of really good stuff buried in there, like IOT events. People were talking about using that for things like browser extensions and whatnot, but you need to be explicitly told that that's a thing that exists and is handy, but otherwise you'd never know it was there because, “Well, I'm not building anything that's IoT-related. Why would I bother?” It feels like that was one direction that they tended to go in.And now they take existing services that are, mmm, kind of milquetoast, if I'm being honest, and then saying, “Oh, like, we have Comprehend that does, effectively detection of themes, keywords, and whatnot, from text. We're going to wind up re-releasing that as Comprehend Medical.” Same type of thing, but now focused on a particular vertical. Seems to me that instead of being a specific service for that vertical, just improve the baseline the service and offer HIPAA compliance if it didn't exist already, and you're mostly there. But what do I know? I'm not a product manager trying to get promoted.Evelyn: Yeah, that's true. Well, I was going to mention that maybe it's the HIPAA compliance, but actually, a lot of their services already have HIPAA compliance. And I've stared far too long at that compliance section on AWS's site to know this, but you know, a lot of them actually are HIPAA-compliant, they're PCI-compliant, and ISO-compliant, and you know, and everything. So, I'm actually pretty intrigued to know why they [wouldn't 00:16:04] take that advantage.Corey: I just checked. Amazon Comprehend is itself HIPAA-compliant and is qualified and certified to hold Personal Health Information—PHI—Private Health Information, whatever the acronym stands for. Now, what's the difference, then, between that and Medical? In fact, the HIPAA section says for Comprehend Medical, “For guidance, see the previous section on Amazon Comprehend.” So, there's no difference from a regulatory point of view.Evelyn: That's fascinating. I am intrigued because I do know that, like, within AWS, you know, they have different segments, you know? There's, like, Digital Native Business, there's Enterprise, there's Startup. So, I am curious how things look over the engineering side. I'm going to talk to somebody about this now [laugh].Corey: Yeah, it's the—like, I almost wonder, on some level, it feels like, “Well, we wound to building this thing in the hopes that someone would use it for something. And well, if we just use different words, it checks a box in some analyst's chart somewhere.” I don't know. I mean, I hate to sound that negative about it, but it's… increasingly when I talk to customers who are active in these spaces around the industry vertical targeted stuff aimed at their industry, they're like, “Yeah, we took a look at it. It was adorable, but we're not using it that way. We're going to use either the baseline version or we're going to work with someone who actively gets our industry.” And I've heard that repeated about three or four different releases that they've put out across the board of what they've been doing. It feels like it is a misunderstanding between what the world needs and what they're able to or willing to build for us.Evelyn: Not sure. I wouldn't be surprised, if we go far enough, it could probably be that it's just a product manager saying, like, “We have to advertise directly to the industry.” And if you look at it, you know, in the backend, you know, it's an engineer, you know, kicking off a build and just changing the name from Comprehend to Comprehend Medical.Corey: And, on some level, too, they're moving a lot more slowly than they used to. There was a time where they were, in many cases, if not the first mover, the first one to do it well. Take Code Whisperer, their AI powered coding assistant. That would have been a transformative thing if GitHub Copilot hadn't beaten them every punch, come out with new features, and frankly, in head-to-head experiments that I've run, came out way better as a product than what Code Whisperer is. And while I'd like to say that this is great, but it's too little too late. And when I talk to engineers, they're very excited about what Copilot can do, and the only people I see who are even talking about Code Whisperer work at AWS.Evelyn: No, that's true. And so, I think what's happening—and this is my opinion—is that first you had AWS, like, launching a really innovative new services, you know, that kind of like, it's like, “Ah, it's a whole new way of running your workloads in the cloud.” Instead of you know, basically, hiring a whole team, I just click a button, you have your instance, you use it, sell software, blah, blah, blah, blah. And then they went towards serverless, and then IoT, and then it started targeting large data lakes, and then eventually that kind of run backwards towards security, after the umpteenth S3 data leak.Corey: Oh, yeah. And especially now, like, so they had a hit in some corners with SageMaker, so now there are 40 services all starting with the word SageMaker. That's always pleasant.Evelyn: Yeah, precisely. And what I kind of notice is… now they're actually having to run it even further back because they caught all the corporations that could pivot to the cloud, they caught all the startups who started in the cloud, and now they're going for the larger behemoths who have massive data centers, and they don't want to innovate. They just want to reduce this massive sysadmin team. And I always like to use the example of a Bare Metal. When that came out in 2019, everybody—we've all kind of scratched your head. I'm like, really [laugh]?Corey: Yeah, I could see where it makes some sense just for very specific workloads that involve things like specific capabilities of processors that don't work under emulation in some weird way, but it's also such a weird niche that I'm sure it's there for someone. My default assumption, just given the breadth of AWS's customer base, is that whenever I see something that they just announced, well, okay, it's clearly not for me; that doesn't mean it's not meeting the needs of someone who looks nothing like me. But increasingly as I start exploring the industry in these services have time to percolate in the popular imagination and I still don't see anything interesting coming out with it, it really makes you start to wonder.Evelyn: Yeah. But then, like, I think, like, roughly a year or something, right after Bare Metal came out, they announced Outposts. So, then it was like, another way to just stay within your data center and be in the cloud.Corey: Yeah. There's a bunch of different ways they have that, okay, here's ways you can run AWS services on-prem, but still pay us by the hour for the privilege of running things that you have living in your facility. And that doesn't seem like it's quite fair.Evelyn: That's exactly it. So, I feel like now it's sort of in diminishing returns and sort of doing more cloud-native work compared to, you know, these huge opportunities, which is everybody who still has a data center for various reasons, or they're cloud-native, and they grow so big, that they actually start running their own data centers.Corey: I want to call out as well before we wind up being accused of being oblivious, that we're recording this before re:Invent. So, it's entirely possible—I hope this happens—that they announce something or several some things that make this look ridiculous, and we're embarrassed to have had this conversation. And yeah, they're totally getting it now, and they have completely surprised us with stuff that's going to be transformative for almost every customer. I've been expecting and hoping for that for the last three or four re:Invents now, and I haven't gotten it.Evelyn: Yeah, that's right. And I think there's even a new service launches that actually are missing fairly obvious things in a way. Like, mine is the Managed Workflow for Amazon—it's Managed Airflow, sorry. So, we were using Data Pipeline for, you know, big ETL processing, so it was an in-house tool we kind of built at Autoscout, we do platform engineering.And it was deprecated, so we looked at a new—what to replace it with. And so, we looked at Airflow, and we decided this is the way to go, we want to use managed because we don't want to maintain our own infrastructure. And the problem we ran into is that it doesn't have support for shared VPCs. And we actually talked to our account team, and they were confused. Because they said, like, “Well, every new service should support it natively.” But it just didn't have it. And that's, kind of, what, I kind of found is, like, there's—it feels—sometimes it's—there's a—it's getting rushed out the door, and it'll actually have a new managed service or new service launched out, but they're also sort of cutting some corners just to actually make sure it's packaged up and ready to go.Corey: When I'm looking at this, and seeing how this stuff gets packaged, and how it's built out, I start to understand a pattern that I've been relatively down on across the board. I'm curious to get your take because you work at a fairly sizable company as an engineering manager, running teams of people who do this sort of thing. Where do you land on the idea of companies building internal platforms to wrap around the offerings that the cloud service providers that they use make available to them?Evelyn: So, my opinion is that you need to build out some form of standardized tool set in order to actually be able to innovate quickly. Now, this sounds counterintuitive because everyone is like, “Oh, you know, if I want to innovate, I should be able to do this experiment, and try out everything, and use what works, and just release it.” And that greatness [unintelligible 00:23:14] mentality, you know, it's like five talented engineers working to build something. But when you have, instead of five engineers, you have five teams of five engineers each, and every single team does something totally different. You know, one uses Scala, and other on TypeScript, another one, you know .NET, and then there could have been a [last 00:23:30] one, you know, comes in, you know, saying they're still using Ruby.And then next thing you know, you know, you have, like, incredibly diverse platforms for services. And if you want to do any sort of like hiring or cross-training, it becomes incredibly difficult. And actually, as the organization grows, you want to hire talent, and so you're going to have to hire, you know, a developer for this team, you going to have to hire, you know, Ruby developer for this one, a Scala guy here, a Node.js guy over there.And so, this is where we say, “Okay, let's agree. We're going to be a Scala shop. Great. All right, are we running serverless? Are we running containerized?” And you agree on those things. So, that's already, like, the formation of it. And oftentimes, you start with DevOps. You'll say, like, “I'm a DevOps team,” you know, or doing a DevOps culture, if you do it properly, but you always hit this scaling issue where you start growing, and then how do you maintain that common tool set? And that's where we start looking at, you know, having a platform… approach, but I'm going to say it's Platform-as-a-Product. That's the key.Corey: Yeah, that's a good way of framing it because originally, the entire world needed that. That's what RightScale was when EC2 first came out. It was a reimagining of the EC2 console that was actually usable. And in time, AWS improved that to the point where RightScale didn't really have a place anymore in a way that it had previously, and that became a business challenge for them. But you have, what is it now, 2, 300 services that AWS has put out, and out, and okay, great. Most companies are really only actively working with a handful of those. How do you make those available in a reasonable way to your teams, in ways that aren't distracting, dangerous, et cetera? I don't know the answer on that one.Evelyn: Yeah. No, that's true. So, full disclosure. At AutoScout, we do platform engineering. So, I'm part of, like, the platform engineering group, and we built a platform for our product teams. It's kind of like, you need to decide to [follow 00:25:24] those answers, you know? Like, are we going to be fully containerized? Okay, then, great, we're going to use Fargate. All right, how do we do it so that developers don't actually—don't need to think that they're running Fargate workloads?And that's, like, you know, where it's really important to have those standardized abstractions that developers actually enjoy using. And I'd even say that, before you start saying, “Ah, we're going to do platform,” you say, “We should probably think about developer experience.” Because you can do a developer experience without a platform. You can do that, you know, in a DevOps approach, you know? It's basically build tools that makes it easy for developers to write code. That's the first step for anything. It's just, like, you have people writing the code; make sure that they can do the things easily, and then look at how to operate it.Corey: That sure would be nice. There's a lack of focus on usability, especially when it comes to a number of developer tools that we see out there in the wild, in that, they're clearly built by people who understand the problem space super well, but they're designing these things to be used by people who just want to make the website work. They don't have the insight, the knowledge, the approach, any of it, nor should they necessarily be expected to.Evelyn: No, that's true. And what I see is, a lot of the times, it's a couple really talented engineers who are just getting shit done, and they get shit done however they can. So, it's basically like, if they're just trying to run the website, they're just going to write the code to get things out there and call it a day. And then somebody else comes along, has a heart attack when see what's been done, and they're kind of stuck with it because there is no guardrails or paved path or however you want to call it.Corey: I really hope—truly—that this is going to be something that we look back and laugh when this episode airs, that, “Oh, yeah, we just got it so wrong. Look at all the amazing stuff that came out of re:Invent.” Are you going to be there this year?Evelyn: I am going to be there this year.Corey: My condolences. I keep hoping people get to escape.Evelyn: This is actually my first one in, I think, five years. So, I mean, the last time I was there was when everybody's going crazy over pins. And I still have a bag of them [laugh].Corey: Yeah, that did seem like a hot-second collectable moment, didn't it?Evelyn: Yeah. And then at the—I think, what, the very last day, as everybody's heading to re:Play, you could just go into the registration area, and they just had, like, bags of them lying around to take. So, all the competing, you know, to get the requirements for a pin was kind of moot [laugh].Corey: Don't you hate it at some point where it's like, you feel like I'm going to finally get this crowning achievement, it's like or just show up at the buffet at the end and grab one of everything, and wow, that would have saved me a lot of pain and trouble.Evelyn: Yeah.Corey: Ugh, scavenger hunts are hard, as I'm about to learn to my own detriment.Evelyn: Yeah. No, true. Yeah. But I am really hoping that re:Invent proves me wrong. Embarrassingly wrong, and then all my colleagues can proceed to mock me for this ridiculous podcast that I made with you. But I am a fierce skeptic. Optimistic nihilist, but still a nihilist, so we'll see how re:Invent turns out.Corey: So, I am curious, given your experience at more large companies than I tend to be embedded with for any period of time, how have you found that these large organizations tend to pick up new technologies? What does the adoption process look like? And honestly, if you feel like throwing some shade, how do they tend to get it wrong?Evelyn: In most cases, I've seen it go… terrible. Like, it just blows up in their face. And I say that is because a lot of the time, an organization will say, “Hey, we're going to adopt this new way of organizing teams or developing products,” and they look at all the practices. They say, “Okay, great. Product management is going to bring it in, they're going to structure things, how we do the planning, here's some great charts and diagrams,” but they don't really look at the culture aspect.And that's always where I've seen things fall apart. I've been in a room where, you know, our VP was really excited about team topologies and say, “Hey, we're going to adopt it.” And then an engineering manager proceeded to say, “Okay, you're responsible for this team, you're responsible for that team, you're responsible for this team talking to, like, a team of, like, five engineers,” which doesn't really work at all. Or, like, I think the best example is DevOps, you know, where you say, “Ah, we're going to adopt DevOps, we're going to have a DevOps team, or have a DevOps engineer.”Corey: Step one: we're going to rebadge everyone with existing job titles to have the new fancy job titles that reflect it. It turns out that's not necessarily sufficient in and of itself.Evelyn: Not really. The Spotify model. People say, like, “Oh, we're going to do the Spotify model. We're going to do skills, tribes, you know, and everything. It's going to be awesome, it's going to be great, you know, and nice, cross-functional.”The reason I say it bails on us every single time is because somebody wants to be in control of the process, and if the process is meant to encourage collaboration and innovation, that person actually becomes a chokehold for it. And it could be somebody that says, like, “Ah, I need to be involved in every single team, and listen to know what's happening, just so I'm aware of it.” What ends up happening is that everybody differs to them. So, there is no collaboration, there is no innovation. DevOps, you say, like, “Hey, we're going to have a team to do everything, so your developers don't need to worry about it.” What ends up happening is you're still an ops team, you still have your silos.And that's always a challenge is you actually have to say, “Okay, what are the cultural values around this process?” You know, what is SRE? What is DevOps, you know? Is it seen as processes, is it a series of principles, platform, maybe, you know? We have to say, like—that's why I say, Platform-as-a-Product because you need to have that product mindset, that culture of product thinking, to really build a platform that works because it's all about the user journey.It's not about building a common set of tools. It's the user journey of how a person interacts with their code to get it into a production environment. And so, you need to understand how that person sits down at their desk, starts the laptop up, logs in, opens the IDE, what they're actually trying to get done. And once you understand that, then you know your requirements, and you build something to fill those things so that they are happy to use it, as opposed to saying, “This is our platform, and you're going to use it.” And they're probably going to say, “No.” And the next thing, you know, they're just doing their own thing on the side.Corey: Yeah, the rise of Shadow IT has never gone away. It's just, on some level, it's the natural expression, I think it's an immune reaction that companies tend to have when process gets in the way. Great, we have an outcome that we need to drive towards; we don't have a choice. Cloud empowered a lot of that and also has given tools to help rein it in, and as with everything, the arms race continues.Evelyn: Yeah. And so, what I'm going to continue now, kind of like, toot the platform horn. So, Gregor Hohpe, he's a [solutions architect 00:31:56]—I always f- up his name. I'm so sorry, Gregor. He has a great book, and even a talk, called The Magic of Platforms, that if somebody is actually curious about understanding of why platforms are nice, they should really watch that talk.If you see him at re:Invent, or a summit or somewhere giving a talk, go listen to that, and just pick his brain. Because that's—for me, I really kind of strongly agree with his approach because that's really how, like, you know, as he says, like, boost innovation is, you know, where you're actually building a platform that really works.Corey: Yeah, it's a hard problem, but it's also one of those things where you're trying to focus on—at least ideally—an outcome or a better situation than you currently find yourselves in. It's hard to turn down things that might very well get you there sooner, faster, but it's like trying to effectively cargo-cult the leadership principles from your last employer into your new one. It just doesn't work. I mean, you see more startups from Amazonians who try that, and it just goes horribly because without the cultural understanding and the supporting structures, it doesn't work.Evelyn: Exactly. So, I've worked with, like, organizations, like, 4000-plus people, I've worked for, like, small startups, consulted, and this is why I say, almost every single transformation, it fails the first time because somebody needs to be in control and track things and basically be really, really certain that people are doing it right. And as soon as it blows up in their face, that's when they realize they should actually take a step back. And so, even for building out a platform, you know, doing Platform-as-a-Product, I always reiterate that you have to really be willing to just invest upfront, and not get very much back. Because you have to figure out the whole user journey, and what you're actually building, before you actually build it.Corey: I really want to thank you for taking the time to speak with me today. If people want to learn more, where's the best place for them to find you?Evelyn: So, I used to be on Twitter, but I've actually got off there after it kind of turned a bit toxic and crazy.Corey: Feels like that was years ago, but that's beside the point.Evelyn: Yeah, precisely. So, I would even just say because this feels like a corporate show, but find me on LinkedIn of all places because I will be sharing whatever I find on there, you know? So, just look me up on my name, Evelyn Osman, and give me a follow, and I'll probably be screaming into the cloud like you are.Corey: And we will, of course, put links to that in the show notes. Thank you so much for taking the time to speak with me. I appreciate it.Evelyn: Thank you, Corey.Corey: Evelyn Osman, engineering manager at AutoScout24. I'm Cloud Economist Corey Quinn, and this is Screaming in the Cloud. If you've enjoyed this podcast, please leave a five-star review on your podcast platform of choice, whereas if you've hated this podcast, please leave a five-star review on your podcast platform of choice, and I will read it once I finish building an internal platform to normalize all of those platforms together into one.Corey: If your AWS bill keeps rising and your blood pressure is doing the same, then you need The Duckbill Group. We help companies fix their AWS bill by making it smaller and less horrifying. The Duckbill Group works for you, not AWS. We tailor recommendations to your business, and we get to the point. Visit duckbillgroup.com to get started.

In this episode, Dave continues his chat with Luca Bianchi, Chief Technology Officer at Neosperience and WizKey. Luca covers his career in Machine Learning, an overview of Machine Learning on AWS, Amazon Rekognition, Amazon Comprehend, Amazon Sagemaker, and AWS Glue. Luca also discusses current 2022 ML trends including Transformers, and Edge Computing. Luca on Twitter: twitter.com/bianchiluca Dave on Twitter: twitter.com/thedavedev Luca on LinkedIn: www.linkedin.com/in/lucabianchipavia/ Luca on Medium: medium.com/@aletheia Amazon Rekognition: aws.amazon.com/rekognition/ Amazon Comprehend: aws.amazon.com/comprehend/ Amazon Sagemaker: aws.amazon.com/sagemaker/ AWS Glue: aws.amazon.com/glue Towards Data Science: towardsdatascience.com/ Clean or Dirty HVAC? Using Amazon SageMaker and Amazon Rekognition Custom Labels to Automate Detection: bit.ly/3rvpNDJ Building a Neural Network on Amazon SageMaker with PyTorch Lightning: bit.ly/3xAmxLc ---------------------------------------------- Subscribe: Amazon Music: https://music.amazon.com/podcasts/f8bf7630-2521-4b40-be90-c46a9222c159/aws-developers-podcast Apple Podcasts: https://podcasts.apple.com/us/podcast/aws-developers-podcast/id1574162669 Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjk5NDM2MzU0OS9zb3VuZHMucnNz Spotify: https://open.spotify.com/show/7rQjgnBvuyr18K03tnEHBI TuneIn: https://tunein.com/podcasts/Technology-Podcasts/AWS-Developers-Podcast-p1461814/ RSS Feed: https://feeds.soundcloud.com/users/soundcloud:users:994363549/sounds.rss

In this episode, Dave chats with Luca Bianchi, Chief Technology Officer at Neosperience and WizKey. Luca covers his career in Machine Learning, an overview of Machine Learning on AWS, Amazon Rekognition, Amazon Comprehend, Amazon Sagemaker, and AWS Glue. Luca also discusses Edge ML and what can be achieved using commodity hardware. Luca on Twitter: https://twitter.com/bianchiluca Dave on Twitter: https://twitter.com/thedavedev Luca on LinkedIn: https://www.linkedin.com/in/lucabianchipavia/ Luca on Medium: https://medium.com/@aletheia Amazon Rekognition: https://aws.amazon.com/rekognition/ Amazon Comprehend: https://aws.amazon.com/comprehend/ Amazon Sagemaker: https://aws.amazon.com/sagemaker/ AWS Glue: https://aws.amazon.com/glue Towards Data Science: https://towardsdatascience.com/ Clean or Dirty HVAC? Using Amazon SageMaker and Amazon Rekognition Custom Labels to Automate Detection: https://bit.ly/3rvpNDJ Building a Neural Network on Amazon SageMaker with PyTorch Lightning: https://bit.ly/3xAmxLc Subscribe: Amazon Music: https://music.amazon.com/podcasts/f8bf7630-2521-4b40-be90-c46a9222c159/aws-developers-podcast Apple Podcasts: https://podcasts.apple.com/us/podcast/aws-developers-podcast/id1574162669 Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjk5NDM2MzU0OS9zb3VuZHMucnNz Spotify: https://open.spotify.com/show/7rQjgnBvuyr18K03tnEHBI TuneIn: https://tunein.com/podcasts/Technology-Podcasts/AWS-Developers-Podcast-p1461814/ RSS Feed: https://feeds.soundcloud.com/users/soundcloud:users:994363549/sounds.rss

On The Cloud Pod this week, the team discusses Peter's concept of fun. Plus digital adventures with AWS Cloud Quest game, much-wanted Google price increases, and a labyrinthine run-through of the details of Azure Health Data Services. A big thanks to this week's sponsor, Foghorn Consulting, which provides full-stack cloud solutions with a focus on strategy, planning and execution for enterprises seeking to take advantage of the transformative capabilities of AWS, Google Cloud and Azure. This week's highlights

最新情報を "ながら" でキャッチアップ！ ラジオ感覚放送 「毎日AWS」 おはようございます、火曜日担当の古川です。 今日は 4/5 に出たアップデートをピックアップしてご紹介 感想は Twitter にて「#サバワ」をつけて投稿してください！ ■ トークスクリプト https://blog.serverworks.co.jp/everyday-aws-174 ■ UPDATE PICKUP Amazon VPC Flow LogsがAmazon Athenaと統合可能に AWS BatchがジョブレベルでEFSボリュームをサポート AWS WAFがLabelsをサポートし、ルールのカスタマイズとレポーティングを改善 CloudFormationでAWS Budgets予算アクションのサポートが可能に Amazon Comprehendが、カスタムモデルに対するIAM Condition KeyとCMKのサポート JDBCをサポートするデータベースや、Amazon Redshiftのデータを、AWS Glue DataBrewで使用可能に AWS Firewall Managerで、AWS WAF Bot Controlを組織全体へ展開可能に Amazon Aurora PostgreSQLにてパッチ1.9.1 / 2.7.1 / 3.4.1 / 4.0.1の提供開始 ■ サーバーワークスSNS Twitter / Facebook ■ サーバーワークスブログ サーバーワークスエンジニアブログ

最新情報を "ながら" でキャッチアップ！ ラジオ感覚放送 「毎日AWS」 おはようございます、金曜日担当パーソナリティの菅谷です。 今日は 3/18 に出たアップデートをピックアップしてご紹介。 感想は Twitter にて「#サバワ」をつけて投稿してください！ ■ お知らせ 【毎日AWS #162 トークスクリプト】【AWSアップデート 3/18】Amazon Comprehend が PII 情報を含むドキュメントを識別するように 他5件 【Amazon Comprehend now identifies documents that contain personally identifiable information (PII)】 ■ UPDATE PICKUP Amazon Comprehend が PII 情報を含むドキュメントを識別するように Amazon Connect  が  service level メトリクスを解析できるように AWS Elemental MediaConnect が SRT プロトコルをサポート Amazon GameLift に Multi-Region Fleets 機能が追加。さらに新しく 6つのリージョンで利用可能に .NET CLI用のデプロイメントツールが開発者プレビューで利用開始 AWS SSOアプリにより Azure AD と AWS SSO の統合が簡単に ■ サーバーワークスSNS Twitter / Facebook ■ サーバーワークスブログ サーバーワークスエンジニアブログ

最新情報を "ながら" でキャッチアップ！ ラジオ感覚放送 「毎日AWS！」 おはようございます、サーバーワークスの加藤です。 今日は 9/22 に出たアップデート9件をご紹介。 感想は Twitter にて「#サバワ」をつけて投稿してください！ ■ UPDATE ラインナップ AWS Perspective を発表 AWS マネージメントコンソールのナビゲーションヘッダー・フッダーが更新 ハンズオンチュートリアルに End User Computing Dashboard Workshop が登場 Amazon Comprehend がカスタムモデルのトレーニングに Amazon SageMaker GroundTruth のトレーニングデータセットを利用できるように AWS Security Hub が複数AWSアカウントを跨いだパッチコンプライアンスの調査結果を表示できるように AWS Fargate がデフォルトのサービス上限を引き上げ Amazon DocumentDB が集計ステージを追加 AWS Outposts のキャパシティを監視する新しい CloudWatchメトリクスが追加 JetBrains製IDE向けのAWS ToolkitがAWS SSOを利用したプロファイルをサポート ■ サーバーワークスSNS Twitter / Facebook ■ サーバーワークスブログ サーバーワークスエンジニアブログ

Although this Global Partner Summit session is open to anyone, it is geared toward current and potential AWS Partner Network (APN) Partners. In Healthcare, the patient is our end customer. Yet building a holistic view of the patient is often manual, error-prone, and requires integrating siloed information. In this session, we show how patient centricity can be simplified using services like Amazon Comprehend Medical, including features such as protected health information (PHI), relationship extraction, negation, and diagnosis traits. We also show how to enforce data privacy using masking methods on AWS and discuss how you as an APN Partner can take on this challenge.

In this round-up episode of AWS TechChat, Shane and Dean come at you with raft of short sharp and important updates that occurred in August and September in the year 2019. They start the show with an announcement - support for multiple TLS certificates on Network Load Balancers using Server Name Indication (SNI). You can now host multiple secure applications, each with its own TLS certificate, on a single load balancer listener. Amazon Quantum Ledger Database (QLDB) is now GA, and it is a fully managed ledger database that provides a transparent, immutable, and cryptographically verifiable transaction log ‎owned by a central trusted authority. They then spoke about the recently announced AWS Solution that uses Amazon Comprehend and Amazon Elasticsearch (ES) Service for indexing and analyzing unstructured text. This reference implementation in the form of AWS CloudFormation (CFN) deploys a cost-effective, end-to-end solution for extracting meaningful insights from unstructured data. Also, it has a tasty Kibana dashboard to provide visualizations. Updates for Amazon Virtual Private Cloud (VPC) Flow logs - In addition to existing fields, you can now choose to add in additional meta-data that will help provide more meaningful conclusions. Finally, to close out the show we covered two updates for Amazon Elastic Kubernetes Service (EKS). Amazon EKS now allows you to assign IAM permissions to Kubernetes service accounts. This update gives you fine-grained, pod level access-control when running clusters with multiple co-located services. Secondly, we just released 1.14.6 for Amazon EKS. Please check out the EKS support policy as we only support the last three (1.12, 1.13 & 1.14) EKS releases. Speakers: Shane Baldacchino - Solutions Architect, ANZ, AWS Dean Samuels – Lead Architect, ASEAN, AWS Resources: Amazon CloudFront announces its first Edge location in Portugal - https://aws.amazon.com/about-aws/whats-new/2019/09/amazon-cloudfront-lisbon-portugal/ Amazon CloudFront announces new Edge location in Israel - https://aws.amazon.com/about-aws/whats-new/2019/08/cloudfront-israel/ Amazon CloudFront expands presence in the Middle East with first Edge location in Bahrain - https://aws.amazon.com/about-aws/whats-new/2018/08/cloudfront-bahrain-launch/ Network Load Balancers now support multiple TLS certificates using Server Name Indication (SNI) - https://aws.amazon.com/about-aws/whats-new/2019/09/elastic-load-balancing-network-load-balancers-now-supports-multiple-tls-certificates-using-server-name-indication/ Additional Metadata to Amazon VPC Flow Logs - https://aws.amazon.com/about-aws/whats-new/2019/09/now-add-additional-metadata-to-amazon-vpc-flow-logs/ General Availability of Amazon Quantum Ledger Database (QLDB) - https://aws.amazon.com/about-aws/whats-new/2019/09/announcing-general-availability-qldb/ Analyzing Text with Amazon Elasticsearch Service and Amazon Comprehend - https://aws.amazon.com/about-aws/whats-new/2019/09/introducing-analyzing-text-with-amazon-elasticsearch-service-and-amazon-comprehend/ Amazon EKS now supports Kubernetes version 1.14 https://aws.amazon.com/about-aws/whats-new/2019/09/amazon-eks-now-supports-kubernetes-version-1-14/ AWS Events: AWSome Day Online series https://aws.amazon.com/events/awsome-day/awsome-day-online/ AWS Modern Application Development Online Event https://aws.amazon.com/events/application/modern-app-development/ AWS Data Analytics Online Series on-demand https://aws.amazon.com/events/data-analytics-series/ AWS Builders Online Series on-demand https://aws.amazon.com/events/builders-online-series/ AWS Innovate on-demand https://aws.amazon.com/events/aws-innovate/ AWS re:Invent https://reinvent.awsevents.com/

Simon hosts an update show with lots of great new features and capabilities! Chapters: Developer Tools 0:26 Storage 3:02 Compute 5:10 Database 10:31 Networking 13:41 Analytics 16:38 IoT 18:23 End User Computing 20:19 Machine Learning 21:12 Application Integration 24:02 Management and Governance 24:23 Migration 26:05 Security 26:56 Training and Certification 29:57 Blockchain 30:27 Quickstarts 31:06 Shownotes: Topic || Developer Tools Announcing AWS X-Ray Analytics – An Interactive approach to Trace Analysis | https://aws.amazon.com/about-aws/whats-new/2019/04/aws_x_ray_interactive_approach_analyze_traces/ Quickly Search for Resources across Services in the AWS Developer Tools Console | https://aws.amazon.com/about-aws/whats-new/2019/05/search-resources-across-services-developer-tools-console/ AWS Amplify Console adds support for Incoming Webhooks | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-amplify-console-adds-support-for-incoming-webhooks/ AWS Amplify launches an online community for fullstack serverless app developers | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-amplify-launches-an-online-community-for-fullstack-serverless-app-developers/ AWS AppSync Now Enables More Visibility into Performance and Health of GraphQL Operations | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-appsync-now-enables-more-visibility-into-performance-and-hea/ AWS AppSync Now Supports Configuring Multiple Authorization Types for GraphQL APIs | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-appsync-now-supports-configuring-multiple-authorization-type/ Topic || Storage Amazon S3 Introduces S3 Batch Operations for Object Management | https://aws.amazon.com/about-aws/whats-new/2019/04/Amazon-S3-Introduces-S3-Batch-Operations-for-Object-Management/ AWS Snowball Edge adds block storage – Amazon Web Services | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-snowball-edge-adds-block-storage-for-edge-computing-workload/ Amazon FSx for Windows File Server Adds Support for File System Monitoring with Amazon CloudWatch | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-fsx-for-windows-file-server-adds-support-for-cloudwatch/ AWS Storage Gateway enhances access control for SMB shares to store and access objects in Amazon S3 buckets | https://aws.amazon.com/about-aws/whats-new/2019/05/AWS-Storage-Gateway-enhances-access-control-for-SMB-shares-to-access-objects-in-Amazon-s3/ Topic || Compute AWS Lambda adds support for Node.js v10 | https://aws.amazon.com/about-aws/whats-new/2019/05/aws_lambda_adds_support_for_node_js_v10/ AWS Serverless Application Model (SAM) supports IAM permissions and custom responses for Amazon API Gateway | https://aws.amazon.com/about-aws/whats-new/2019/aws_serverless_application_Model_support_IAM/ AWS Step Functions Adds Support for Workflow Execution Events | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-step-functions-adds-support-for-workflow-execution-events/ Amazon EC2 I3en instances, offering up to 60 TB of NVMe SSD instance storage, are now generally available | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-ec2-i3en-instances-are-now-generally-available/ Now Create Amazon EC2 On-Demand Capacity Reservations Through AWS CloudFormation | https://aws.amazon.com/about-aws/whats-new/2019/04/now-create-amazon-ec2-on-demand-capacity-reservations-through-aws-cloudformation/ Share encrypted AMIs across accounts to launch instances in a single step | https://aws.amazon.com/about-aws/whats-new/2019/05/share-encrypted-amis-across-accounts-to-launch-instances-in-a-single-step/ Launch encrypted EBS backed EC2 instances from unencrypted AMIs in a single step | https://aws.amazon.com/about-aws/whats-new/2019/05/launch-encrypted-ebs-backed-ec2-instances-from-unencrypted-amis-in-a-single-step/ Amazon EKS Releases Deep Learning Benchmarking Utility | https://aws.amazon.com/about-aws/whats-new/2019/05/-amazon-eks-releases-deep-learning-benchmarking-utility-/ Amazon EKS Adds Support for Public IP Addresses Within Cluster VPCs | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-eks-adds-support-for-public-ip-addresses-within-cluster-v/ Amazon EKS Simplifies Kubernetes Cluster Authentication | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-eks-simplifies-kubernetes-cluster-authentication/ Amazon ECS Console support for ECS-optimized Amazon Linux 2 AMI and Amazon EC2 A1 instance family now available | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-ecs-console-support-for-ecs-optimized-amazon-linux-2-ami-/ AWS Fargate PV1.3 now supports the Splunk log driver | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-fargate-pv1-3-now-supports-the-splunk-log-driver/ Topic || Databases Amazon Aurora Serverless Supports Capacity of 1 Unit and a New Scaling Option | https://aws.amazon.com/about-aws/whats-new/2019/04/amazon_aurora_serverless_now_supports_a_minimum_capacity_of_1_unit_and_a_new_scaling_option/ Aurora Global Database Expands Availability to 14 AWS Regions | https://aws.amazon.com/about-aws/whats-new/2019/05/Aurora_Global_Database_Expands_Availability_to_14_AWS_Regions/ Amazon DocumentDB (with MongoDB compatibility) now supports per-second billing | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-documentdb-now-supports-per-second-billing/ Performance Insights is Generally Available on Amazon Aurora MySQL 5.7 | https://aws.amazon.com/about-aws/whats-new/2019/05/Performance-Insights-GA-Aurora-MySQL-57/ Performance Insights Supports Counter Metrics on Amazon RDS for Oracle | https://aws.amazon.com/about-aws/whats-new/2019/05/performance-insights-countermetrics-on-oracle/ Performance Insights Supports Amazon Aurora Global Database | https://aws.amazon.com/about-aws/whats-new/2019/05/performance-insights-global-datatabase/ Amazon ElastiCache for Redis adds support for Redis 5.0.4 | https://aws.amazon.com/about-aws/whats-new/2019/05/elasticache-redis-5-0-4/ Amazon RDS for MySQL Supports Password Validation | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-rds-for-mysql-supports-password-validation/ Amazon RDS for PostgreSQL Supports New Minor Versions 11.2, 10.7, 9.6.12, 9.5.16, and 9.4.21 | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-rds-postgresql-supports-minor-version-112/ Amazon RDS for Oracle now supports April Oracle Patch Set Updates (PSU) and Release Updates (RU) | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-rds-for-oracle-now-supports-april-oracle-patch-set-updates-psu-and-release-updates-ru/ Topic || Networking Elastic Fabric Adapter Is Now Generally Available | https://aws.amazon.com/about-aws/whats-new/2019/04/elastic-fabric-adapter-is-now-generally-available/ Migrate Your AWS Site-to-Site VPN Connections from a Virtual Private Gateway to an AWS Transit Gateway | https://aws.amazon.com/about-aws/whats-new/2019/04/migrate-your-aws-site-to-site-vpn-connections-from-a-virtual-private-gateway-to-an-aws-transit-gateway/ Announcing AWS Direct Connect Support for AWS Transit Gateway | https://aws.amazon.com/about-aws/whats-new/2019/04/announcing-aws-direct-connect-support-for-aws-transit-gateway/ Amazon CloudFront announces 11 new Edge locations in India, Japan, and the United States | https://aws.amazon.com/about-aws/whats-new/2019/05/cloudfront-11locations-7may2019/ Amazon VPC Endpoints Now Support Tagging for Gateway Endpoints, Interface Endpoints, and Endpoint Services | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-vpc-endpoints-now-support-tagging-for-gateway-endpoints-interface-endpoints-and-endpoint-services/ Topic || Analytics Amazon EMR announces Support for Multiple Master nodes to enable High Availability for EMR applications | https://aws.amazon.com/about-aws/whats-new/2019/04/amazon-emr-announces-support-for-multiple-master-nodes-to-enable-high-availability-for-EMR-applications/ Amazon EMR now supports Multiple Master nodes to enable High Availability for HBase clusters | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-emr-now-supports-multiple-master-nodes-to-enable-high-availability-for-hbase-clusters/ Amazon EMR announces Support for Reconfiguring Applications on Running EMR Clusters | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-emr-announces-support-for-reconfiguring-applications-on-running-emr-clusters/ Amazon Kinesis Data Analytics now allows you to assign AWS resource tags to your real-time applications | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon_kinesis_data_analytics_now_allows_you_to_assign_aws_resource_tags_to_your_real_time_applications/ AWS Glue crawlers now support existing Data Catalog tables as sources | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-glue-crawlers-now-support-existing-data-catalog-tables-as-sources/ Topic || IoT AWS IoT Analytics Now Supports Faster SQL Data Set Refresh Intervals | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-iot-analytics-now-supports-faster-sql-data-set-refresh-intervals/ AWS IoT Greengrass Adds Support for Python 3.7, Node v8.10.0, and Expands Support for Elliptic-Curve Cryptography | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-iot-greengrass-adds-support-python-3-7-node-v-8-10-0-and-expands-support-elliptic-curve-cryptography/ AWS Releases Additional Preconfigured Examples for FreeRTOS on Armv8-M | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-releases-additional-freertos-preconfigured-examples-armv8m/ AWS IoT Device Defender supports monitoring behavior of unregistered devices | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-iot-device-defender-supports-monitoring-behavior-of-unregistered-devices/ AWS IoT Analytics Now Supports Data Set Content Delivery to Amazon S3 | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-iot-analytics-now-supports-data-set-content-delivery-to-amaz/ Topic || End User Computing Amazon AppStream 2.0 adds configurable timeouts for idle sessions | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-appstream-2-0-adds-configurable-timeouts-for-idle-session/ Monitor Emails in Your Workmail Organization Using Cloudwatch Metrics and Logs | https://aws.amazon.com/about-aws/whats-new/2019/05/monitor-emails-in-your-workmail-organization-using-cloudwatch-me/ You can now use custom chat bots with Amazon Chime | https://aws.amazon.com/about-aws/whats-new/2019/05/you-can-now-use-custom-chat-bots-with-amazon-chime/ Topic || Machine Learning Developers, start your engines! The AWS DeepRacer Virtual League kicks off today. | https://aws.amazon.com/about-aws/whats-new/2019/04/AWSDeepRacerVirtualLeague/ Amazon SageMaker announces new features to the built-in Object2Vec algorithm | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-sagemaker-announces-new-features-to-the-built-in-object2v/ Amazon SageMaker Ground Truth Now Supports Automated Email Notifications for Manual Data Labeling | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-sagemaker-ground-truth-now-supports-automated-email-notif/ Amazon Translate Adds Support for Hindi, Farsi, Malay, and Norwegian | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon_translate_support_hindi_farsi_malay_norwegian/ Amazon Transcribe now supports Hindi and Indian-accented English | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-transcribe-supports-hindi-indian-accented-english/ Amazon Comprehend batch jobs now supports Amazon Virtual Private Cloud | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-comprehend-batch-jobs-now-supports-amazon-virtual-private-cloud/ New in AWS Deep Learning AMIs: PyTorch 1.1, Chainer 5.4, and CUDA 10 support for MXNet | https://aws.amazon.com/about-aws/whats-new/2019/05/new-in-aws-deep-learning-amis-pytorch-1-1-chainer-5-4-cuda10-for-mxnet/ Topic || Application Integration Amazon MQ Now Supports Resource-Level and Tag-Based Permissions | https://aws.amazon.com/about-aws/whats-new/2019/04/amazon-mq-now-supports-resource-level-and-tag-based-permissions/ Amazon SNS Adds Support for Cost Allocation Tags | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-sns-adds-support-for-cost-allocation-tags/ Topic || Management and Governance Reservation Expiration Alerts Now Available in AWS Cost Explorer | https://aws.amazon.com/about-aws/whats-new/2019/05/reservation-expiration-alerts-now-available-in-aws-cost-explorer/ AWS Systems Manager Patch Manager Supports Microsoft Application Patching | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-systems-manager-patch-manager-supports-microsoft-application-patching/ AWS OpsWorks for Chef Automate now supports Chef Automate 2 | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-opsworks-for-chef-automate-now-supports-chef-automate-2/ AWS Service Catalog Connector for ServiceNow supports CloudFormation StackSets | https://aws.amazon.com/about-aws/whats-new/2019/05/service-catalog-servicenow-connector-now-supports-stacksets/ Topic || Migration AWS Migration Hub EC2 Recommendations | https://aws.amazon.com/about-aws/whats-new/2019/05/aws-migration-hub-ec2-recommendations/ Topic || Security Amazon GuardDuty Adds Two New Threat Detections | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-guardduty-adds-two-new-threat-detections/ AWS Security Token Service (STS) now supports enabling the global STS endpoint to issue session tokens compatible with all AWS Regions | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-security-token-service-sts-now-supports-enabling-the-global-sts-endpoint-to-issue-session-tokens-compatible-with-all-aws-regions/ AWS WAF Security Automations Now Supports Log Analysis | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-waf-security-automations-now-supports-log-analysis/ AWS Certificate Manager Private Certificate Authority Increases Certificate Limit To One Million | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-certificate-manager-private-certificate-authority-increases-certificate-limit-to-one-million/ Amazon Cognito launches enhanced user password reset API for administrators | https://aws.amazon.com/about-aws/whats-new/2019/05/amazon-cognito-launches-enhanced-user-password-reset-api-for-administrators/ AWS Secrets Manager supports more client-side caching libraries to improve secrets availability and reduce cost | https://aws.amazon.com/about-aws/whats-new/2019/05/Secrets-Manager-Client-Side-Caching-Libraries-in-Python-NET-Go/ Create fine-grained session permissions using AWS Identity and Access Management (IAM) managed policies | https://aws.amazon.com/about-aws/whats-new/2019/05/session-permissions/ Topic || Training and Certification New VMware Cloud on AWS Navigate Track | https://aws.amazon.com/about-aws/whats-new/2019/04/vmware-navigate-track/ Topic || Blockchain Amazon Managed Blockchain What's New | https://aws.amazon.com/about-aws/whats-new/2019/04/introducing-amazon-managed-blockchain/ Topic || Quick Starts New Quick Start deploys SAP S/4HANA on AWS | https://aws.amazon.com/about-aws/whats-new/2019/05/new-quick-start-deploys-sap-s4-hana-on-aws/

Simon and Nicki cover almost 100 updates! Check out the chapter timings to see where things of interest to you might be. Infrastructure 00:42 Storage 1:17 Databases 4:14 Analytics 8:28 Compute 9:52 IoT 15:17 End User Computing 17:40 Machine Learning 19:10 Networking 21:57 Developer Tools 23:21 Application Integration 25:42 Game Tech 26:29 Media 27:37 Management and Governance 28:11 Robotics 30:35 Security 31:30 Solutions 32:40 Topic || Infrastructure In the Works – AWS Region in Indonesia | https://aws.amazon.com/blogs/aws/in-the-works-aws-region-in-indonesia/ Topic || Storage New Amazon S3 Storage Class – Glacier Deep Archive | https://aws.amazon.com/blogs/aws/new-amazon-s3-storage-class-glacier-deep-archive/ File Gateway Supports Amazon S3 Object Lock - Amazon Web Services | https://aws.amazon.com/about-aws/whats-new/2019/03/file-gateway-supports-amazon-s3-object-lock/ AWS Storage Gateway Tape Gateway Deep Archive | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-storage-gateway-service-integrates-tape-gateway-with-amazon-s3-glacier-deeparchive-storage-class/ AWS Transfer for SFTP supports AWS Privatelink – Amazon Web Services | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-transfer-for-sftp-now-supports-aws-privatelink/ Amazon FSx for Lustre Now Supports Access from Amazon Linux | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-fsx-for-lustre-now-supports-access-from-amazon-linux/ AWS introduces CSI Drivers for Amazon EFS and Amazon FSx for Lustre | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-introduces-csi-drivers-for-amazon-efs-and-amazon-fsx-for-lus/ Topic || Databases Amazon DynamoDB drops the price of global tables by eliminating associated charges for DynamoDB Streams | https://aws.amazon.com/about-aws/whats-new/2019/04/amazon-dynamodb-drops-the-price-of-global-tables-by-eliminating-associated-charges-for-dynamodb-streams/ Amazon ElastiCache for Redis 5.0.3 enhances I/O handling to boost performance | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-elasticache-for-redis-503-enhances-io-handling-to-boost-performance/ Amazon Redshift announces Concurrency Scaling: Consistently fast performance during bursts of user activity | https://aws.amazon.com/about-aws/whats-new/2019/03/AmazonRedshift-ConcurrencyScaling/ Performance Insights is Generally Available on Amazon RDS for MariaDB | https://aws.amazon.com/about-aws/whats-new/2019/03/performance-insights-is-generally-available-for-mariadb/ Amazon RDS adds support for MySQL Versions 5.7.25, 5.7.24, and MariaDB Version 10.2.21 | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-rds-mysql-minor-5725-5725-and-mariadb-10221/ Amazon Aurora with MySQL 5.7 Compatibility Supports GTID-Based Replication | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-aurora-with-mysql-5-7-compatibility-supports-gtid-based-replication/ PostgreSQL 11 now Supported in Amazon RDS | https://aws.amazon.com/about-aws/whats-new/2019/03/postgresql11-now-supported-in-amazon-rds/ Amazon Aurora with PostgreSQL Compatibility Supports Logical Replication | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-aurora-with-postgresql-compatibility-supports-logical-replication/ Restore an Encrypted Amazon Aurora PostgreSQL Database from an Unencrypted Snapshot | https://aws.amazon.com/about-aws/whats-new/2019/03/restore-an-encrypted-aurora-postgresql-database-from-an-unencrypted-snapshot/ Amazon RDS for Oracle Now Supports In-region Read Replicas with Active Data Guard for Read Scalability and Availability | https://aws.amazon.com/about-aws/whats-new/2019/03/Amazon-RDS-for-Oracle-Now-Supports-In-region-Read-Replicas-with-Active-Data-Guard-for-Read-Scalability-and-Availability/ AWS Schema Conversion Tool Adds Support for Migrating Oracle ETL Jobs to AWS Glue | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-schema-conversion-tool-adds-support-for-migrating-oracle-etl/ AWS Schema Conversion Tool Adds New Conversion Features | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-sct-adds-support-for-new-endpoints/ Amazon Neptune Announces 99.9% Service Level Agreement | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-neptune-announces-service-level-agreement/ Topic || Analytics Amazon QuickSight Announces General Availability of ML Insights | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon_quicksight_announced_general_availability_of_mL_insights/ AWS Glue enables running Apache Spark SQL queries | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-glue-enables-running-apache-spark-sql-queries/ AWS Glue now supports resource tagging | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-glue-now-supports-resource-tagging/ Amazon Kinesis Data Analytics Supports AWS CloudTrail Logging | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-kinesis-data-analytics-supports-aws-cloudtrail-logging/ Tag-on Create and Tag-Based IAM Application for Amazon Kinesis Data Firehose | https://aws.amazon.com/about-aws/whats-new/2019/03/tag-on-create-and-tag-based-iam-application-for-amazon-kinesis-data-firehose/ Topic || Compute Amazon EKS Introduces Kubernetes API Server Endpoint Access Control | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-eks-introduces-kubernetes-api-server-endpoint-access-cont/ Amazon EKS Opens Public Preview of Windows Container Support | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-eks-opens-public-preview-of-windows-container-support/ Amazon EKS now supports Kubernetes version 1.12 and Cluster Version Updates Via CloudFormation | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-eks-now-supports-kubernetes-version-1-12-and-cluster-vers/ New Local Testing Tools Now Available for Amazon ECS | https://aws.amazon.com/about-aws/whats-new/2019/03/new-local-testing-tools-now-available-for-amazon-ecs/ AWS Fargate and Amazon ECS Support External Deployment Controllers for ECS Services | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-fargate-and-amazon-ecs-support-external-deployment-controlle/ AWS Fargate PV1.3 adds secrets and enhanced container dependency management | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-fargate-pv1-3-adds-secrets-and-enhanced-container-dependency/ AWS Event Fork Pipelines – Nested Applications for Event-Driven Serverless Architectures | https://aws.amazon.com/about-aws/whats-new/2019/03/introducing-aws-event-fork-pipelines-nested-applications-for-event-driven-serverless-architectures/ New Amazon EC2 M5ad and R5ad Featuring AMD EPYC Processors are Now Available | https://aws.amazon.com/about-aws/whats-new/2019/03/new-amazon-ec2-m5ad-and-r5ad-featuring-amd-epyc-processors-are-now-available/ Announcing the Ability to Pick the Time for Amazon EC2 Scheduled Events | https://aws.amazon.com/about-aws/whats-new/2019/03/announcing-the-ability-to-pick-the-time-for-amazon-ec2-scheduled-events/ Topic || IoT AWS IoT Analytics now supports Single Step Setup of IoT Analytics Resources | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-iot-analytics-now-supports-single-step-setup-of-iot-analytic/ AWS IoT Greengrass Adds New Connector for AWS IoT Analytics, Support for AWS CloudFormation Templates, and Integration with Fleet Indexing | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-iot-greengrass-adds-new-connector-aws-iot-analytics-support-aws-cloudformation-templates-integration-fleet-indexing/ AWS IoT Device Tester v1.1 is Now Available for AWS IoT Greengrass v1.8.0 | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-iot-device-tester-now-available-aws-iot-greengrass-v180/ AWS IoT Core Now Supports HTTP REST APIs with X.509 Client Certificate-Based Authentication On Port 443 | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-iot-core-now-supports-http-rest-apis-with-x509-client-certificate-based-authentication-on-port-443/ Generate Fleet Metrics with New Capabilities of AWS IoT Device Management | https://aws.amazon.com/about-aws/whats-new/2019/03/generate-fleet-metrics-with-new-capabilities-of-aws-iot-device-management/ Topic || End User Computing Amazon AppStream 2.0 Now Supports iPad and Android Tablets and Touch Gestures | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-appstream-2-0-now-supports-ipad-and-android-tablets-and-t/ Amazon WorkDocs Drive now supports offline content and offline search | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-workdocs-drive-now-supports-offline-content-and-offline-s/ Introducing Amazon Chime Business Calling | https://aws.amazon.com/about-aws/whats-new/2019/03/introducing-amazon-chime-business-calling/ Introducing Amazon Chime Voice Connector | https://aws.amazon.com/about-aws/whats-new/2019/03/introducing-amazon-chime-voice-connector/ Alexa for Business now lets you create Alexa skills for your organization using Skill Blueprints | https://aws.amazon.com/about-aws/whats-new/2019/03/alexa-for-business-now-lets-you-create-alexa-skills-for-your-org/ Topic || Machine Learning New AWS Deep Learning AMIs: Amazon Linux 2, TensorFlow 1.13.1, MXNet 1.4.0, and Chainer 5.3.0 | https://aws.amazon.com/about-aws/whats-new/2019/03/new-aws-deep-learning-amis-amazon-linux2-tensorflow-13-1-mxnet1-4-0-chainer5-3-0/ Introducing AWS Deep Learning Containers | https://aws.amazon.com/about-aws/whats-new/2019/03/introducing-aws-deep-learning-containers/ Amazon Transcribe now supports speech-to-text in German and Korean | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-transcribe-now-supports-speech-to-text-in-german-and-korean/ Amazon Transcribe enhances custom vocabulary with custom pronunciations and display forms | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-transcribe-enhances-custom-vocabulary-with-custom-pronunciations-and-display-forms/ Amazon Comprehend now supports AWS KMS Encryption | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-comprehend-now-supports-aws-kms-encryption/ New Setup Tool To Get Started Quickly with Amazon Elastic Inference | https://aws.amazon.com/about-aws/whats-new/2019/04/new-python-script-to-get-started-quickly-with-amazon-elastic-inference/ Topic || Networking Application Load Balancers now Support Advanced Request Routing | https://aws.amazon.com/about-aws/whats-new/2019/03/application-load-balancers-now-support-advanced-request-routing/ Announcing Multi-Account Support for Direct Connect Gateway | https://aws.amazon.com/about-aws/whats-new/2019/03/announcing-multi-account-support-for-direct-connect-gateway/ Topic || Developer Tools AWS App Mesh is now generally available | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-app-mesh-is-now-generally-available/ The AWS Toolkit for IntelliJ is Now Generally Available | https://aws.amazon.com/about-aws/whats-new/2019/03/the-aws-toolkit-for-intellij-is-now-generally-available/ The AWS Toolkit for Visual Studio Code (Developer Preview) is Now Available for Download from in the Visual Studio Marketplace | https://aws.amazon.com/about-aws/whats-new/2019/03/the-aws-toolkit-for-visual-studio-code--developer-preview--is-now-available-for-download-from-vs-marketplace/ AWS Cloud9 announces support for Ubuntu development environments | https://aws.amazon.com/about-aws/whats-new/2019/04/aws-cloud9-announces-support-for-ubuntu-development-environments/ Amplify Framework Adds Enhancements to Authentication for iOS, Android, and React Native Developers | https://aws.amazon.com/about-aws/whats-new/2019/03/amplify-framework-adds-enhancements-to-authentication-for-ios-android-and-react-native-developers/ AWS CodePipeline Adds Action-Level Details to Pipeline Execution History | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-codepipeline-adds-action-level-details-to-pipeline-execution-history/ Topic || Application Integration Amazon API Gateway Improves API Publishing and Adds Features to Enhance User Experience | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-api-gateway-improves-api-publishing-and-adds-features/ Topic || Game Tech AWS Whats New - Lumberyard Beta 118 - Amazon Web Services | https://aws.amazon.com/about-aws/whats-new/2019/03/over-190-updates-come-to-lumberyard-beta-118-available-now/ Amazon GameLift Realtime Servers Now in Preview | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-gamelift-realtime-servers-now-in-preview/ Topic || Media Services Detailed Job Progress Status and Server-Side S3 Encryption Now Available with AWS Elemental MediaConvert | https://aws.amazon.com/about-aws/whats-new/2019/03/detailed-job-progress-status-and-server-side-s3-encryption-now-available-with-aws-elemental-mediaconvert/ Introducing Live Streaming with Automated Multi-Language Subtitling | https://aws.amazon.com/about-aws/whats-new/2019/03/introducing-live-streaming-with-automated-multi-language-subtitling/ Video on Demand Now Leverages AWS Elemental MediaConvert QVBR Mode | https://aws.amazon.com/about-aws/whats-new/2019/04/video-on-demand-now-leverages-aws-elemental-mediaconvert-qvbr-mode/ Topic || Management and Governance Use AWS Config Rules to Remediate Noncompliant Resources | https://aws.amazon.com/about-aws/whats-new/2019/03/use-aws-config-to-remediate-noncompliant-resources/ AWS Config Now Supports Tagging of AWS Config Resources | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-config-now-supports-tagging-of-aws-config-resources/ Now You Can Query Based on Resource Configuration Properties in AWS Config | https://aws.amazon.com/about-aws/whats-new/2019/03/now-you-can-query-based-on-resource-configuration-properties-in-aws-config/ AWS Config Adds Support for Amazon API Gateway | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-config-adds-support-for-amazon-api-gateway/ Amazon Inspector adds support for Amazon EC2 A1 instances | https://aws.amazon.com/about-aws/whats-new/2019/03/amazon-inspector-adds-support-for-amazon-ec2-a1-instances/ Service control policies in AWS Organizations enable fine-grained permission controls | https://aws.amazon.com/about-aws/whats-new/2019/03/service-control-policies-enable-fine-grained-permission-controls/ You can now use resource level policies for Amazon CloudWatch Alarms | https://aws.amazon.com/about-aws/whats-new/2019/04/you-can-now-use-resource-level-permissions-for-amazon-cloudwatch/ Amazon CloudWatch Launches Search Expressions | https://aws.amazon.com/about-aws/whats-new/2019/04/amazon-cloudwatch-launches-search-expressions/ AWS Systems Manager Announces 99.9% Service Level Agreement | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-systems-manager-announces-service-level-agreement/ Topic || Robotics AWS RoboMaker Announces 99.9% Service Level Agreement | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-robomaker-announces-service-level-agreement/ AWS RoboMaker announces new build and bundle feature that makes it up to 10x faster to update a simulation job or a robot | https://aws.amazon.com/about-aws/whats-new/2019/03/robomaker-new-build-and-bundle/ Topic || Security Announcing the renewal command for AWS Certificate Manager | https://aws.amazon.com/about-aws/whats-new/2019/03/Announcing-the-renewal-command-for-AWS-Certificate-Manager/ AWS Key Management Service Increases API Requests Per Second Limits | https://aws.amazon.com/about-aws/whats-new/2019/03/aws-key-management-service-increases-api-requests-per-second-limits/ Announcing AWS Firewall Manager Support For AWS Shield Advanced | https://aws.amazon.com/about-aws/whats-new/2019/03/announcing-aws-firewall-manager-support-for-aws-shield-advanced/ Topic || Solutions New AWS SAP Navigate Track | https://aws.amazon.com/about-aws/whats-new/2019/03/sap-navigate-track/ Deploy Micro Focus PlateSpin Migrate on AWS with New Quick Start | https://aws.amazon.com/about-aws/whats-new/2019/03/deploy-micro-focus-platespin-migrate-on-aws-with-new-quick-start/

Last week, Amazon announced it's been working on a project called Amazon Comprehend Medical, which involves analyzing medical data. Comprehend Medical works as an application of Amazon Comprehend, which is a fully managed natural language processing service. Using Amazon Comprehend Medical, you can quickly gather and stratify health information by identifiers such as medical condition and medication dosage, pulling from a variety of sources like clinical notes (even hand-written), clinical trial reports, and digitized patient health records. Our very own K.T. has the story on this episode of MRx Medical News. ** This episode contains original production from our very own K.T. & our homie Ray Diaz aka Basik559 (soundcloud.com/ray-diaz-2) with permission from the Artists. Help keep Medicine ReMixed alive by becoming a listener supporter for $.99, $4.99 or $9.99 per month! Visit anchor.fm/medicineremixed/support to learn more! Find us on Social Media: Facebook: facebook.com/MedicineRemixed Instagram: instagram.com/medicine_remixed Twitter: twitter.com/medicineremixed --- Send in a voice message: https://anchor.fm/medicineremixed/message

How can Financial Services companies meet growing customer demands for personalized, high-quality service while satisfying regulatory obligations? In this session, learn how Amazon Connect, a self-service, cloud-based contact center, can integrate with machine learning services on AWS such as Amazon Transcribe, Amazon Comprehend, and Amazon Lex to enable financial institutions to deliver transformational omni-channel experiences to their customers while complying with regulations like MiFID II, the GDPR, and the SEC's data retention rules. Learn how to use Amazon Connect to easily set up a cloud-based contact center solution that scales to support businesses of any size. Then learn how to integrate Amazon Connect with machine learning services on AWS to make contact center content available for search and analysis by natural language processing tools, which can yield valuable insights into customer sentiment, customer preferences, and the most common issues customers raise during service interactions. Complete Title: AWS re:Invent 2018: Financial Svcs: Build Customer-Centric Contact Centers with Amazon Connect & Machine Learning (FSV301)

In this session, we demonstrate how to easily deploy an AWS solution that ingests all Tweets from any Twitter handle, uses Amazon Comprehend to generate a sentiment score, and then automatically engages customers with a personalized message. The intended audience includes developers and marketers who want to leverage AWS to create powerful user engagement scenarios. We highlight how quickly a machine-learning marketing solution can be deployed. We cover the AWS services Amazon Pinpoint, a digital user engagement service, and Amazon Comprehend, a natural language processing service that uses artificial intelligence and machine learning to find insights and relationships in text.

Machine learning (ML) enables developers to build scalable solutions that maximizes the use of media assets through automatic metadata extraction. From automatic transcription and language translation to face detection and celebrity recognition, ML enables you to automate manual workflows and optimize the use of your video content. In this session, learn how to use services such as Amazon Rekognition, Amazon Translate, and Amazon Comprehend to build a searchable video library, automate the creation of highlight reels, and more. Complete Title: AWS re:Invent 2018: Unlock the Full Potential of Your Media Assets, ft. Fox Entertainment Group (AIM406)

Natural language processing holds the key to unlocking business value from unstructured data. Organizations that implement effective data analysis methods gain a competitive advantage through improved decision-making, risk reduction, or enhanced customer experience. In this session, learn how to easily process, analyze, and visualize data by pairing Amazon Comprehend with services like Amazon Relational Database Service (Amazon RDS), Amazon Elasticsearch Service, and Amazon Neptune. We also share real-world examples of how customers built text analytics solutions with Amazon Comprehend.

Analyzing customer service interactions across channels provides a complete 360-degree view of customers. By capturing all interactions, you can better identify the root cause of issues and improve first-call resolution and customer satisfaction. In this session, learn how to integrate Amazon Connect and AWS machine learning services, such Amazon Lex, Amazon Transcribe, and Amazon Comprehend, to quickly process and analyze thousands of customer conversations and gain valuable insights. With speech and text analytics, you can pick up on emerging service-related trends before they get escalated or identify and address a potential widespread problem at its inception.

Bund und Länder sollen Kosten des Digitalpakts teilen Nach jahrelangen Verzögerungen geht es jetzt ganz schnell: Erst am Freitag hatte sich die große Koalition mit FDP und Grünen im Bundestag auf Eckpunkte für den Digitalpakt Schulen verständigt. Am Dienstag hat Schwarz-Rot nun auch bereits Detailformulierungen dazu vereinbart. Laut dem heise online vorliegenden Papier, mit dem Artikel 104 im Grundgesetz erweitert wird, sollen die vom Bund vorgesehenen fünf Milliarden Euro für Computer, Server und schnelles Internet an Schulen sowie weitere entstehende Kosten "in jeweils gleicher Höhe durch Landesmittel" ergänzt werden. Europa soll bis 2050 ohne Klimagase wirtschaften Im Kampf gegen den Klimawandel fordert die EU-Kommission eine Wirtschaft ohne Treibhausgase binnen 30 Jahren. Gemeint ist eine völlige Abkehr von Öl, Kohle und Gas in der Wirtschaft, der Energieversorgung und im Verkehr bis zur Mitte des Jahrhunderts. Zudem müssten andere Quellen für Klimagase gestopft und auch Kohlendioxid aus der Luft abgeschöpft werden, etwa durch Aufforstung von Wäldern. Mit der Veröffentlichung der Strategie will die Kommission wenige Tage vor der Weltklimakonferenz in Kattowitz ein Signal setzen. Amazon-Service analysiert Patientendaten Amazon hat einen Cloud-Service entwickelt, der mit maschinellem Lernen medizinische Daten aus Patientenakten extrahieren kann. "Amazon Comprehend Medical" soll Gesundheitsdienstleistern und Forschern dabei helfen, Geld zu sparen und schneller die passenden Behandlungen zu finden. Zudem soll der neue Service die Verwaltung von klinischen Studien erleichtern. Aus für die Cebit in Hannover Die einst weltgrößten Computershow Cebit in Hannover wird eingestellt. Das berichten mehrere Medien unter Berufung auf eine Mitteilung des Vorstands der Deutschen Messe AG. In diesem Jahr hatten die Organisatoren versucht, die Cebit als «Europas führendes Digital-Event» neu zu positionieren. Insgesamt lockte die Messe in neuem Gewand aber nur 116 000 Besucher an. Nun zogen die Veranstalter die Reißleine und sagten bereits die Cebit 2019 ab. Diese und alle weiteren aktuellen Nachrichten finden Sie auf heise.de

Do you want to unlock the meaning in text files? Have you wanted to understand and act upon customer sentiment from comments, reviews or even call-centre recordings? Simon is joined by Sireesha Muppala (AWS Solutions Architect) to show you how. Shownotes: Amazon Comprehend: https://aws.amazon.com/comprehend Customer Review Sentiment Analysis: https://aws.amazon.com/blogs/machine-learning/detect-sentiment-from-customer-reviews-using-amazon-comprehend/ Batch Mode for Amazon Comprehend: https://aws.amazon.com/blogs/aws/amazon-comprehend-launches-asynchronous-batch-operations/

In this latest episode of AWS TechChat, we welcome Shane Baldacchino to the line of up AWS TechChat hosts! Dr Pete & Shane kick off this episode with updates on the AWS infrastructure and, dive into the latest from IoT and Machine Learning at AWS with news around Amazon EC2 H1 Instances, Amazon SageMaker, AWS DeepLens, AWS Greengrass ML Inference, Amazon FreeRTOS, AWS IoT Device Management, Amazon Rekognition Video, Amazon Transcribe, Amazon Translate and Amazon Comprehend.

The need for Natural Language Processing (NLP) is gaining more importance as the amount of unstructured text data doubles every 18 months and customers are looking to extend their existing analytics workloads to include natural language capabilities. Historically, this data had been prohibitively expensive to store and early manual processing evolved into rule-based systems, which were expensive to operate and inflexible.  In this session we will show you how you can address this problem using Amazon Comprehend.

Andy Jassy, CEO of Amazon Web Services, delivers his AWS re:Invent 2017 keynote, featuring the latest news and announcements, including the launches of Amazon Elastic Containers for Kubernetes (EKS), AWS Fargate, Aurora Multi-Master, Aurora Serverless, DynamoDB Global Tables, Amazon Neptune, S3 Select, Amazon Sagemaker, AWS DeepLens, Amazon Rekognition Video, Amazon Kinesis Video Streams, Amazon Transcribe, Amazon Translate, Amazon Comprehend, AWS IoT 1-Click, AWS IoT Device Management, AWS IoT Device Defender, AWS IoT Analytics, Amazon FreeRTOS, and Greengrass ML Inference. Guest speakers include Dr. Matt Wood, of AWS; Roy Joseph, of Goldman Sachs; Mark Okerstrom, of Expedia; and Michelle McKenna-Doyle, of the NFL.

Join us to hear about our strategy for driving machine learning innovation for our customers and learn what's new from AWS in the machine learning space. Swami Sivasubramanian, VP of Amazon Machine Learning, will discuss and demonstrate the latest new services for ML on AWS: Amazon SageMaker, AWS DeepLens, Amazon Rekogntion Video, Amazon Translate, Amazon Transcribe, and Amazon Comprehend. Attend this session to understand how to make the most of machine learning in the cloud.