Amazon Web Services doesn’t want partners to spill the beans that other clouds exist.
The hyperscale giant today released a new co-branding guide (pdf - login required), instructing partners in the AWS Partner Network (APN) how to position their marketing material when going to market with AWS.
Among the guidelines, AWS said it won’t approve the use of terms like “multi-cloud,” “cross cloud,” “any cloud,” “every cloud,” “or any other language that implies designing or supporting more than one cloud provider.”
These sorts of co-branding guidelines aren’t uncommon for global corporations, tech or otherwise. What does come as a surprise is AWS’ unwillingness to even mention other clouds exist despite the increasing popularity of hybrid cloud environments.
AWS won’t even let partners use the word “partner” in some cases. When it comes to joint engineering or co-development, AWS won’t let partners use the words “partner,” “partnership,” “partnering” or “alliance,” opting for terms like “agreement,” “teamed,” or “in cooperation” instead.
There’s also some guidelines that are easier to get your head around, like not insinuating that AWS or cloud technology in general is not secure, reliable or cost effective. “Partners need to focus their messaging on how their products, services or offering complements AWS,” the guideline reads.
Despite its seeming insecurity about mentioning other clouds, AWS still maintains a grip on the public cloud market with 47.8 market share and revenues of US$15.5 billion in 2018.