Amazon has it going on!
April Page, Ian Keane, Luis Wiley, Christine Camacho Lehman, Alma Molina and Nathan Cook
BIS 320
August 16, 2015

Buying books online has become popular over the years. So popular that it has started to deplete the existence of local bookstores. Online bookstores such as Amazon are right at your fingertips. Amazon has connected with customers all around the world through the use of internet technology and social media. When you go into a local bookstore, do they offer you customer reviews on the book of your choosing? Do bookstores offer you a list of other books you may be interested in based on your selected choice that day? Do you prefer the feel of a book in your hand or light and compact? Amazon has both to offer as they have introduced e-readers such as Kindle, Kindle fire, and kindle touch. Technology has come a long way, and Amazon is doing everything possible to attract customerís attention.
Hardware, software, databases and data communications
Amazon may not have become the household name that it is without the massive technology driving it. In 2005, Amazon had the three largest Linux databases in the world. Running Oracle 9i database software, the Amazon data warehouse contained 28 Hewlett-Packard servers with four CPUís per node (Layton, 2006). The company expanded rapidly and in 2011, Amazon acquired additional data center sites in Oregon, Northern Virginia, and Ireland. At Amazon Technology Day in 2011, Amazon revealed its plans to expand to an 8-megawatt data center to include 46,000 servers. The company also introduced their Amazon Perdix, a modular data center with vents for cooling management and named after a mythological Greek character known for inventing useful tools (Miller, 2011).
The data warehouse is divided by function- historical data, query, and ETL (extract, transform, and load). Their systems carry out millions of back-end operations on a daily basis. Ten years ago, ďThe query servers (24.7 TB capacity) contain 15 TB of raw data in 2005; the click history servers (18.5 TB capacity) hold 14 TB of raw data, and the ETL cluster (7.8 TB capacity) contains 5 TB of raw data. Amazon's technology architecture handles millions of back-end operations every day as well as queries from more than half a million third-party sellersĒ (Layton, 2006).
AWS (Amazon Web Services) and S3 (Simple Storage Service) are the two main systems utilized by Amazonís data warehouse is the fastest-growing Amazon Web Services service, allowing companies to transfer data from hardware systems to the cloud (Barlas, 2013). AWS allows sellers who rent the space to build their web-based applications by using the same e-commerce platform as Amazon. In a manner that allows them to manage their customer information as well as gather data in a manner that is cost efficient and reliable. S3, on the other hand, is used primarily to keep and receive data. With the use of Netscape Secure Commerce Server, Amazon stores all credit card information in a separate database that is not the internet accessible and thereby preventing hackers from accessing customerís financial information.
Service Oriented Architecture (SOA) is the mainframe of Amazonís information system. "Amazon is able to vary its business models easily, because the system is a comprehensive, and decentralized service platform that helps the company sustain its advantage in the industry because of its high performance and scalability" (Koymen, 2012). Smart Analytic Search (SAS), built by, is a system that detects and decreases the possibility of fraud. Additionally, the system is designed to measure and analyze customer data to determine how well they are serving the clientele (Koymen, 2012). With the implementation of SAS, Amazon sets itself apart from the competition in that it leverages the data to make the customer service experience pleasant and user-friendly. ďIn order for interactions to feel individualized and human, they must be well informed. That makes data about the customer youíre talking to right now the most useful data of allĒ (Madden, 2012).
Internet technologies, collaboration tools, and security
In world full of technology and advances, Amazon has led the sales of eBookís since the end of 2014 according to, ďThe proportion of all books sold in the U.S. that are Kindle titles. E-books now make up around 30% of all book sales, and Amazon has a 65%