It seems like amazon is using an &quot;all in&quot; strategy which seems to be working out pretty well.  They first focused on porting the entire amazon retail website onto AWS which I believe they completed in 2011.  They also went &quot;all in&quot; with the service oriented architecture for AWS.  Both of these have paid off quite handsomely.<p>Granted, that hasn&#x27;t always paid off (we all know how the fire phone turned out), but the wins have definitely made up for the losses.