Amazon And Rival Retailers Are Much Tighter Than You Think

Amazon as the largest ecommerce giant may be feared and deemed an enemy by retailers of all kinds with its proven disruptive impact. But when it comes to Amazon as the parent of its AWS cloud-computing service? There’s actually plenty of love, even from its rivals.

From Ocado – U.K.-based online grocery retailer that’s helping No. 1 U.S. grocer Kroger up its delivery game — to men’s clothing label Bonobos– owned through an acquisition by none other than Walmart – these merchants either “go all in on AWS” or use some of its services, according to case studies, presentations and other data publicly available.


Yes, even though Walmart has reportedly told its tech vendors to get off using AWS and has itself inked a deal to use Microsoft Azure cloud while Target is using Google Cloud, AWS remains the top global cloud service provider and favored by many rival retailers, including those that still debate whether to sell on its ecommerce platform.

AWS’s other retail customers include upscale emporium Nordstrom, GameStop, U.K.’s Sainsbury’s and Europe’s No. 1 online fashion platform Zalando. Nike, Under Armour, Lululemon, Brooks Brothers and Coach parent Tapestry also use its service.



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