Amazon turns to brick-and-mortar to sell its cloud (again)

Amazon CTO Werner Vogels talking to AWS fans at pop-up store.

This fall, Amazon Web Services plans to re-open a pop-up loft in San Francisco’s South of Market neighborhood to strut its stuff for the heavy concentration of programmers and software developers in the area…or just offer them a copacetic place (plus candy and beer!) to work on their own. As for the king of e-tail using a physical location to sell cloud, well, I’ll leave the ironic commentary to others.

Dates for the engagement were not disclosed. Amazon previewed the loft in June and says it’s bringing it back due to popular demand. It probably doesn’t hurt that the Google Compute Platform is now fully available and Google has a heavy presence in the area.

Per the AWS blog, people can come to the loft to:

  • Meet 1:1 with an AWS technical expert.
  • Learn about AWS through product sessions.
  • Gain hands-on experience through instructor-led Technical Bootcamps.
  • Sharpen your AWS skills through self-paced, hands-on labs.
  • Attend special evening events including talks with successful startups and networking opportunities

Look for accelerated marketing events and hand-holding sessions from AWS and public cloud rivals Google and Microsoft in the coming months as competition heightens. In March, all three companies planned cloud-related events within days of each other in San Francisco.

AWS pop-up Loft in San Francisco.

AWS pop-up loft in San Francisco.

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