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There's been an interesting trend of big retailers transitioning away from AWS because Amazon is a direct competitor: https://www.retaildive.com/news/report-wal

• karambahh 9y ago
  In Europe, we are seeing an reverse trend. 5 years ago, selling SaaS hosted on AWS to retailers was an instant no-go "we're not funding our competitor" was told to many of my competitors Nowadays, they've come to the realization that by refusing to do business with companies relying on AWS they were in effect loosing more money. (I am specifically referring to retailers in orders of magnitude of WalMart. mom & pop shops never cared or asked questions)