 Okay, welcome back everyone to theCUBE's coverage here at AWS re-invent 2021, our annual conference here with theCUBE goes out the ground. We're in person, live in person, also a hybrid event online as well, a lot of great content flowing. Day one in the books, keynotes out there. Big news, wall-to-wall coverage. I'm John Furrier, your host. Got a great segment here with AWS Marketplace, a revolution of how customers are buying and deploying their technologies. TV Orbite and GM of AWS Marketplace and Control Services and Chris Casey, worldwide at a business development of data exchange for AWS gentlemen, welcome to theCUBE. John, thanks a lot for having us. Pleasure to be here. So I'm a huge fan of the Marketplace. People know that I believe that ultimately it's going to be automated in any way and that procurement and enterprises as they buy and as people work together. And the big theme this year is kind of this whole purpose-built stack where SaaS is going to be a lot of integration where people are working together. You see multiple partners plugging in and snapping into AWS. That was a big part of Adam's keynote today. So this really kind of lays a perfect foundation for the path that you guys have been on. Which is partnering, go to market, buying and consuming technology. So what's the update? Give us an overview, a high level, Stephen of Marketplace. Yeah, John, and again, thanks for having us. It's awesome to be here, meeting with customers and partners again for the first time in a couple of years. Great to be meeting in person and interacting. So we're super excited about where we're going with the Marketplace. As you all probably know, customers in every industry are really thinking about how they transform their business using modern technology. And it's not just about the technology that they're building themselves. It's also the tools that they want to get from their partners, which we're super excited to be able to offer them on Marketplace. We're about to have our 10-year anniversary. We launched the first version of Marketplace in April of 2012. And back then, it was a very simple e-commerce website that builders could come and buy Amazon machine instances and pay by the hour, running popular open source packaged or operating system software. But we've come an awful long way since then and changed the surface area of the business quite a bit. From a product type perspective, we now offer our partners the opportunity to list and meter their SaaS solutions. Adding to the AMI base, we allow partners to vend their container images. And we have some new updates I'll share with you in just a second on that this year. In 2019, customers asked us for the same experience that they have buying software to apply to the way they license data. So we launched AWS Data Exchange in 2019. And then in 2020, last year, we recognized that customers wanted to be able to bundle professional services offerings in with the software that they buy. So we launched a professional services offering type two. And then when you start to combine that with all of the different procurement motions that we now support, it's no longer just the self-service e-commerce capabilities. But when customers want to privately negotiate deals with their vendors, we can do so with our private offer capability, which we were the first to launch in 2017, which we then complimented in 2018 with the ability for customers to negotiate with the channel partner reseller or a managed service provider of their choice. So when you start to combine all of these different product type offerings in ways our partners can go to market through marketplace in an automated way with all of these procurement options, we now have 2,000 sellers listing more than 12,000 offerings on the marketplace, which more than 325,000 customers around the world buy either directly from the seller or from the channel partner of their choice. And when you add all that up, we've seen this year alone, billions of products and services sold through the marketplace. Wow, what a rocket ship. From a catalog to a full blown comprehensive consumption environment, which by the way, the market wants that fast speed. Speed, time to market. Okay, so give me the update here at reinvent. What announcements did you guys just announce at the partner summit this week? What's the news? Yeah, so there's a couple. I'm gonna talk about one and then I'll hand it over to Chris to talk about the date exchange announcements. But the first announcement we made at the partner keynote yesterday was around our container offering. So in 2018, we launched the ability for partners to list container-based offerings, so their software and containers, whether that be NetApp, Druva, Palo Alto or others who are having their security or other software and containers that could then be deployed by customers into the AWS managed container environments. So that could be deployed into Amazon EKS, ECS, or AWS Fargate, which is great for customers who run their container workloads in our managed services. But we have a lot of customers who run their own Kubernetes environments, either on EC2, on AWS, on premises or using another one of the Kubernetes platforms that are out there like Red Hat OpenShift. So we had a lot of customers who said, I also want that third party software to be easily deployable into my own Kubernetes environment. So we were super happy to announce on Monday what we call now the AWS Marketplace for Containers Anywhere, which allows our partners like Apollo Alto or a CrowdStrike or a Cisco to list containers on the marketplace that can be deployed into any Kubernetes environment that the customer is running, whether that be on AWS, on premises, into VMware, Tanzu, Red Hat, OpenShift, Rancher or wherever they're running their Kubernetes workloads. So that's super exciting. And then we have a couple of announcements on data exchange I'd like Chris talk about also. Okay, Chris, get into the data exchange. I'm going to come back to the containers with some really important things I want to drill into. Go ahead. Yeah, there's two pretty significant, which we believe are game changing capabilities that we've recently announced with Data Exchange. The first one is AWS Data Exchange for APIs. And really why this is quite significant is customers had told us that not all of their data use cases were really geared towards them consuming full flat files, which is what we launched Data Exchange with in terms of a delivery capability two years ago. And so with AWS Data Exchange for APIs, customers can come and procure an API from a third party data provider and only procure the data that they need via an API request response. What, why this is so significant is for data providers, they can bring their APIs to AWS Data Exchange, make them really easily available for data subscribers to find and subscribe to. And then for a data subscriber, they're interacting with that API in the same way that they're interacting with other AWS APIs. And they can enjoy the same governance and control characteristics using services like IAM and CloudTrail. So that flexibility in a new delivery type is really meaningful for data subscribers. The second announcement that we really lent into yesterday was the preview of Amazon Data Exchange for Amazon Redshift. And this capability gives customers, data subscribers the ability to access data in the data warehouse, supported by Amazon Redshift. And the unique aspect about this is the data subscriber doesn't actually have to copy the data out of Amazon Redshift if they don't want to. They can query the data directly. And what's really meaningful for them there is they know that they're actually querying the latest data that the data provider has because they're actually querying the same data warehouse table that the data provider is publishing into. Data providers really love this, especially those data providers that were already using Amazon Redshift to store their data because now they don't have to manage the entitlements and subscription aspects of really making their data available to as many of their data consumers as possible. So basically what you're saying is it makes it easier for them to keep an update. They don't have to worry about merchandising that service. They just have APIs rolled in. And the other one is for developers to actually integrate new APIs into their role in whatever services they're building. Is that right? Yeah, and it's really the ultimate flexibility for a developer coming to AWS Data Exchange. If they use case warrants them, consuming a full data set, maybe they want to look at 10 years of stock history. Using file-based data delivery and immutable copies of those files through our S3 object data sharing capabilities is fit for their use case. But if they want to dynamically interact with data, AWS Data Exchange for APIs is a brand new delivery capability that is really unlocking and we hope we're really excited to see the innovation. It's like bringing the API economy even further to the customer base on the third party. The question I have for both of you guys on the containers and the API is security. Because, you know, we've seen with containers, approved containers being vetted, making sure that they're not going to have any malware in there. Or APIs, making sure everything's clean and tight. What's the security concerns? Can you share how you guys are talking about that? Yeah, for sure. So it probably comes as no surprise to you or folks who might be listening or tuning in that security has always been AWS' number one priority. We build it into everything we do. This offering is no different. We scan all of the container images that are published to our catalog before they're exposed to customers for any kind of known vulnerabilities. We're monitoring our catalog every single day against new ones that might come out. And customers actually tell us it's one of the things that they like about buying software on Marketplace better than, let's say, other third party repositories that don't have the same level of vetting because they can kind of build that constant trust into what we're doing. Well, that's trust is the key because you can get containers anywhere. You don't know where it's from. So you guys are actually vetting the containers, making sure they're certified, so to speak, with Amazon's security checkbox. We are indeed and we have a number of security ISVs who are participating in both our containers and our containers anywhere. It's one of the most high-performing categories for us. As I said before, we have vendors like CrowdStrike and Cisco and Palo Alto who are, you know, vending various different end point network security offerings in our container process. It's what catalogs are for. I mean, it's what trust is all about making sure that you guys can put your name behind it in the marketplace. Okay, let's take through the consumption. What's the current state-of-the-art with the marketplace with enterprises? You guys have a lot of programs. We're constantly hearing great things about the go-to-market with joint selling on the top tier. I think it's like the top tier category. And then you've got all kinds of other incentives for companies to deploy in the marketplace and sell their stuff. That's right. So we're really starting to hit our stride with co-selling with our partners and some of our top most performing partners they lean into every feature and capability and incentive program that we develop, give us a lot of feedback on it. Just like we work backwards from customer needs to help them transform their procurement, we work backwards from our partner needs to help them optimize their go-to-market channel. And, you know, we take feedback from our partners very seriously. And then we build things like private offers when they want to custom negotiate deals with their customers or channel partner private offers when they want to do that with the channel partner of their choice. And we're just continuing to listen to that feedback and helping them grow their business. And frankly, you know, while a lot of partners love that we're able to help get them new customers, one of their favorite things about co-selling with us is that they're able to close larger contracts faster because they're doing that in concert with the AWS field teams and taking advantage of the fact that the customer's already building on AWS. So I know we've got a couple minutes left. I want to get this out there because I heard, I talked to Adam prior to reinvent and he said, quote, we don't want customers, customers don't want to reinvent the wheel. And they see that's why this whole purpose-built kind of thing is getting traction. What do you guys got in the marketplace that you'd call leveraging stuff that's been built so customers don't have to rebuild things? Yeah, I mean, if you just look back to the very beginning of marketplace when we launched the marketplace of Amazon machine instances, it was basically pre-built Amis that customers could deploy into their own accounts already running the third-party software that they wanted. And when I think about where we're going with things like procurement governance, we developed a thing called a private marketplace where customers could curate the various different solutions from our catalog that they want because they want to be able to control who in their enterprise can buy what. And that's just a whole bunch of manual work that they would have had to do and reinvent the wheel from every customer to every customer. And instead we just delivered them a capability to do that. Same with our managed entitlements capability where they can share entitlements across AWS accounts within their own organizational units without having to manually track who's used, how much of what and report that back to the seller to make sure that they're compliant with the terms and conditions. We handle all that so our customers don't have to continue to reinvent the wheel. It's a nice flywheel because it's like open source concept. It's like you're building on things that are already built and you build on top of it. As you guys see these recipes or workflows get rolled out, you put them back in the marketplace. That's right, that's right. Always learning from customers and partners. And while we've grown quite a bit, 2,000 sellers, 325,000 customers and billions of dollars of products and services sold, we still have so much more to go. Well, with data between data exchange and what you guys got going on, it's complex as it gets more and more complex. I knew you guys are abstracting away the complexity and the heavy lifting for customers. What's on the horizon for you guys? What are you tackling next? What's the next mountain you're going to climb? Yeah, there's still more automation we can drive into the co-selling motion. And so that's one, there's more procurement and governance capabilities that we think we're going to be able to add to customers. Basically what they're telling us is that the chief procurement officers that we face off with, they want to be able to get the best deal at the lowest price with the best and most favorable terms and conditions. So we're trying to work backwards from that need to make sure we have the right category selection wherever they might want it, whether it be an infrastructure provider or a line of business solution and make sure they're able to get exactly that. And so Chris, back to you for your vision. Obviously analytics is a big part of SaaS and platform billing and metering and where the data is, data exchange. I almost imagine that's going to have a nice headroom to it in terms of what you can do with data exchange. Yeah, if you look at the announcements we've recently made and sort of our vision for data exchanges to help any AWS customer find, subscribe to and use third-party data in the cloud. And these two recent announcements really help on that use portion where someone can actually create, shorten the time to value for them using some of our analytics services like Amazon Redshift. So we'll continue to innovate there and listen to customers in terms of their feedback and how we can help them really integrate their data pipelines with the rest of the AWS ecosystem. But we're also continuing to invest in the find and subscribe to portion. Steven talked about some of the automation and we've built Data Exchange on top of a lot of the plumbing and building blocks that AWS Marketplace already had, which was a pretty significant leg up for us. But certainly the way in which people discover and find new datasets that might help them in an analytics problem is certainly an area that we're going to continue to lean into. Data exchange has been around for a long, long time. Now it's in the cloud generation. And I think you guys have such a great job at Marketplace and this next gen has more and more platforms, specific products are coming out, partners are snapping together, a lot more integration, so a lot more action coming on integration I can imagine. That's right, that's right, definitely. Thanks for coming on theCUBE, really appreciate it. Steven, great to see you. Chris, thanks for having us. John, thanks for having us, always a pleasure. Great to have all the action from Amazon here. Marketplace, continuing to be the preferred way to consume and deploy technology and soon to be an integration hub for this next generation cloud. I'm John Furrier theCUBE, you're watching theCUBE, the leader in worldwide tech coverage. Be right back.