AWS Case Study: AdaptiveBlue
AdaptiveBlue’s BlueOrganizer is a recommended add-on that has been downloaded by more than one million Firefox users. BlueOrganizer, powered by Amazon Associates Web Service, personalizes browser presentations by instantly connecting the user to preferred sites and services based on the user’s interests.
AdaptiveBlue’s SmartLinks makes ordinary links much more powerful. One SmartLink provides multiple links to relevant information from the best Internet resources, such as Amazon, Last.fm, and Yahoo! Finance.
BlueOrganizer and SmartLinks are made possible, in part, by the Amazon Associates Web Service, Amazon Simple Storage Service (S3) and the Amazon Affiliates program.
“The Amazon Associates Web Service and S3 helped AdaptiveBlue build a secure and instantly scalable business with an effective monetization platform. We do not need to worry about infrastructure; instead, we can focus on the product. At large, Amazon is bringing us a new concept—the Web Operating System. Its building blocks are going to power a whole new generation of startups in the coming decade.”
AdaptiveBlue uses Amazon S3 in SmartLinks to securely and safely store user bookmarks. Using S3 makes those bookmarks instantly available on any Internet-connected computer.
AdaptiveBlue uses the Amazon Associates Web Service to power BlueOrganizer. When a user right-clicks on a link, BlueOrganizer automatically analyzes the web page the user is viewing, determines items on it that might interest the user and sends an Amazon Associates Web Service ItemLookup request to gather information about the items on the web page. Based on that information, BlueOrganizer displays a menu with contextual shortcuts to personalized and relevant information.
AdaptiveBlue uses the Amazon Associates Web Service to monetize the sales referrals that are sent to Amazon. Whenever a BlueOrganizer or SmartLinks user decides, for example, to find more books by the same author on Amazon, AdaptiveBlue automatically inserts its Affiliate ID into the user’s request to receive a commission if the user eventually purchases those items.
“We love how easy it is to sign up and just get going. Another really important aspect for us is tracking. Since we are building a business around this program, being able to know clicks, conversion rates, etc. allows us to measure effectiveness and ROI.
Most importantly, Amazon S3 allowed us to instantly and painlessly scale our business. Instead of focusing on infrastructure to support one million downloads of the BlueOrganizer, we instead focused on the product itself. Because all of our users directly interact with S3 we can scale indefinitely. This is just something that was not possible before Amazon Web Services came along.”
For more on AdaptiveBlue, go to http://www.adaptiveblue.com
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