Fender went all in on AWS to better engage with customers and gain supply-chain efficiencies. Fender, made famous by the likes of Jimi Hendrix, is the world's largest maker of stringed instruments by revenue. Fender runs its Fender Play, Fender Tune, and Fender Tone apps on AWS, which help customers learn to play guitar, tune their instruments, and control digital amplifiers. The company uses AWS services including AWS Lambda, Amazon DynamoDB, and Amazon API Gateway to store and deliver more than 700 TB of video and more than 4.9 million lessons to customers. The company also uses IoT on AWS to monitor factory conditions and Amazon SageMaker to choose the best wood to use in its guitars. Ethan Kaplan, chief product officer at Fender, spoke at re:Invent 2018.

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Ethan Kaplan, Chief Product Officer at Fender, Speaks at re:Invent 2018

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