Event Experience

Innovation Corner

Are you ready to see what you can achieve by leveraging the latest breakthroughs in technology and innovation? Curious on how AWS is used in your daily life? Visit us at the innovation corner to see AWS in action! Discover concrete examples of solutions that can be created with AWS through demonstrators in Industry, Mobility, Sustainability, Retail and Public Sector.

See the full list of innovations here

Ask an Expert

The Ask an Expert area is a place for technical discussions with a member of the AWS team. Whether you are looking to deploy new services, upgrade your applications or modernize your infrastructure on AWS, come and talk to a Solutions Architect from the AWS Benelux team. Together we can discuss your design, share best practices, recommendations and optimizations to implement.

AWS Public Sector

Discover AWS for the public sector and its cloud solutions dedicated to government organizations, educational institutions and health service organizations to develop your activities in the public sector. Come and meet our specialists with whom you can discuss your projects and the support that AWS public sector can provide you. 

AWS Training and Certification

Fast-track your learning with 45-minute training sessions such as Exam Prep Study Sessions for Cloud Practitioner and AWS Certified Solutions Architect – Associate, Getting Started with the AWS Cloud Essentials, and more. Search TNC in the mobile app and catalog to learn more. Find us in the Expo Hall to learn from AWS experts about how AWS Training and Certification can help you gain practical experience with real-world cloud scenarios, validate your cloud expertise, and more. Attend a training session or stop by the T&C booth to get a 75% off exam voucher. 

AWS DeepRacer

AWS DeepRacer offers a fun experience to learn about reinforcement learning (RL), an advanced machine learning (ML) technique, and to compete in the AWS DeepRacer Virtual League, the world's first autonomous racing league open to everyone! Make sure to bring your laptop if you plan to attend our afternoon workshop to build your first models!


Serverlesspresso is an exhibition stand that presents a event-driven coffee ordering app built with serverless architecture. You can use your phone to scan a QR code on a screen and place your order. The barista will recieve your order, prepare your coffee, and you get notified when the drink is ready for pickup. The order system is built with AWS Serverless services such as, AWS Amplify, AWS API Gateway, Amazon Cognito, Amazon EventBridge, AWS Step Functions, and AWS Lambda.

AWS GameDay: F1 League 2023

AWS GameDay: F1 League 2023 is an interactive team-based learning exercise designed to allow players to put their AWS skills to the test in a real-world, gamified, risk-free environment. ­ Most importantly, it is an extremely fun way to learn more about the potential of AWS without the step-by-step instructions provided in workshops or classroom-style sessions. If you are seeking an open-ended, multi-faceted style of training, then GameDay is perfect for you.­ ­ Sounds interesting? Check out the challenge here


The AWS hub is the heart of our expo where you can find various stands that will help you to optimize your cloud usage and to accelerate your cloud journey. Discover our pods and meet our experts.

Starting at AWS

At the Starting at AWS booth, you are invited to engage with members of our team to talk about your plans on AWS, set out next steps in terms of support and apply to $300 in AWS credits.

AWS for Enterprises

Thousands of enterprises have collaborated with AWS to create new revenue streams, improve operational efficiency, and reduce business risks. Leveraging our experience with more than a million active customers, our Enterprise Solutions Architects and Account Managers can help you build innovative products and services and get them to market quickly to stay ahead of your changing business needs.

AWS for Industries - Manufacturing and Industrial

The vision for the Manufacturing and Industrial area is to show how the AWS Cloud enables manufactures to digitally transform across the value chain and use their data not just within each business area but to drive efficiency across the whole value chain with an end-to-end industrial data strategy. To kick-start their digital transformation journey, manufacturers look to extract insights from data and deliver new business outcomes, which is possible with AWS cloud tools and technologies like secure data lakes, IoT, ML and AI - which you can interact with in our demo area.

AWS for Industries - Financial Services

The Financial Services demo booth will provide experiences to the attendees which will educate and demonstrate AWS capabilities. This will be delivered with scheduled and on-demand technical demonstrations that align to our Global AWS FSI messaging. As well as technical demonstrations we will deliver business level conversations that align to our messaging referencing public use cases and our capabilities.
Core themes:

  • Increase efficiency and agility 
  • Accelerate innovation and speed-to-market 
  • Deliver frictionless and personalized experiences 
  • Enable security and compliance at scale

AWS Professional Services

Come and meet our AWS consultants of professional services and understand how we help our customers accelerate their cloud transformations to maximize their business impacts.

AWS Support & Enterprise Support

Meet our AWS Enterprise Support Technical Account Managers - our trusted advisors who guide customers in their cloud journey by anticipating future problems in the easiest, most secure and cost-effective way.

AWS Support provides a mix of tools and technology, people, and programs designed to proactively help you optimize performance, lower costs, and innovate faster. Meet our support team and learn more about our offer to get expert guidance and assistance achieving your objectives.

AWS Partner Network

Come visit our stand and find out how the AWS Partner Network (APN) leverages programs, expertise, and resources to build, market, and sell customer offerings. As an AWS Partner, you are uniquely positioned to help customers take full advantage of all that AWS has to offer and accelerate their journey to the cloud. Together, partners and AWS can provide innovative solutions, solve technical challenges, win deals, and deliver value to our mutual customers.

Cost Optimization with AWS

AWS offers a suite of management tools to monitor your application cost and identify modernizing and rightsizing opportunities. You can seamlessly scale up and down with AWS to operate more cost effectively in an uncertain economy and better position your organization for long-term success. Meet our cost optimization experts to improve efficiency and get the most out of your cloud spend.

Amazon Connect - Cloud Contact Centre

Amazon Connect is an easy to use omni channel contact centre service with AI/ML enabled features, designed to create amazing customer experiences. Customers have the option to build their own contact centre service using AWS services, aligned to their business processes and fully customisable. If building is not for you, then AWS has lots of specialist partners who have built their own contact centre propositions built around Amazon Connect using AWS services. Come and see how Amazon Connect is changing the way we think about the contact centre and how customers in Financial Service, Retail, Travel, Healthcare, Government and many more, are changing the way they deliver contact centre experiences for their customers. 

Machine Learning and Artificial Intelligence

Come talk to AWS machine learning and AI experts about your current or future projects. Whether on science topics, MLOps, or business topics, our experts will answer your questions. Depending on your business needs, our experts will show you how our customers use machine learning to automate their process, invent new products and services or reinvent their business. If you are a Data Scientist or are involved in projects using Machine Learning, our experts can introduce you to the most advanced AWS technologies in these areas.

AWS for Sustainability

Innovation is key to achieving sustainability goals—challenges such as decarbonization of operations to water conservation are addressed through technologies that drive sustainable transformation. With AWS, you can build sustainability solutions ranging from carbon tracking to energy conservation to waste reduction, using AWS services to ingest, analyze, and manage sustainability data. Meet members of the AWS Sustainability community to hear how AWS can enable you to reach your organization's sustainability goals. 

AWS Hybrid Offer

Extend your AWS infrastructure where you need it. Come and discover with our experts how to meet your challenges of data localization requirements or low-latency local processing of these. The "AWS hybrid" solution portfolio has the solution.

AWS Marketplace & ISV

AWS Marketplace is a curated digital catalog that makes it easy for organizations to discover, procure, entitle, provision, and govern third-party software, data and professional services. It allows partners to extend and sell their software to AWS customers. Come to our booth to learn how the Marketplace works and how it can simplify and transform your software procurement.

AWS for Data

With AWS for Data, you can build a data strategy that grows with you using the most comprehensive set of data capabilities covering databases, analytics services, and machine learnings for any use case or business outcome. Quickly and easily connect to and act on all of your data no matter where it lives with integrated data services and zero-ETL features. Control where your data sits, who has access to it, and what can be done with it at every step of the data workflow.

Migration, Modernization & Cloud Acceleration

Don’t just move to the cloud. Migrate and modernize with confidence. Meet our migration experts and learn how you can achieve your cloud goals faster and more reliably with our unmatched migration experience and solutions to drive success at every step of your journey.

Data Sovereignty, Security & Protection

With AWS, you can improve your ability to meet core security and European data privacy and sovereignty compliance requirements. Leverage AWS services to build and manage your security data lake and create advanced analytics capabilities to meet your data protection requirements. Meet and chat with our security and data protection experts, and get your questions answered.

AWS for SMB’s

Do you want to find out what AWS is putting in place to support Small and Medium Enterprises and Mid-Size Companies in their digital transformation? Come and meet our specialists and we will discuss your needs, provide insights into relevant customer projects and support you in defining your objectives.

Enterprise Workloads & Business Applications

AWS and its community of partners are here to support your business on every step of your cloud journey. No matter your size or budget. AWS offers a simple, trusted, and secure cloud to achieve real savings you can see and measure. To identify new sources of revenue and develop innovative solutions to serve customers. Discover the AWS difference for SAP RISE and Oracle Apps and learn more about fast, secure and cost efficient migration services with VMC on AWS and how AWS can support you with Microsoft workloads.

AWS Community Lounge

The Community Lounge is a space managed “by the community, for the community” where you can discover and learn about AWS community programs (User Groups, Heroes and Community Builders) as well as how to get directly involved by meeting the members. Come to the Community Lounge to participate in talks, see demos, exchange with passionate people, and win prizes while discovering how communities can help you in your learning of AWS thanks to their presence in Benelux.

Startup Loft

Calling all startups! Head to the Startup Loft at the AWS Summit Amsterdam and get in touch with leading Startups, meet the AWS Startup team, and learn what Startups build on AWS. Our Startup Loft is the main place to network and learn from the region’s top startups and investors. We have a theatre with sessions specifically designed for startups throughout the entire day. Additionally you can ask questions to our Startup Experts and mingle with peers and the AWS Benelux Startup Team in our own lounge. 

Start building on AWS today

Whether you are looking for compute power, database storage, content delivery, or other functionality, AWS has the services to help you build sophisticated applications with increased flexibility, scalability, and reliability.