The commoditisation of cloud services means resellers must look to specialise, according to Melbourne AWS provider base2services.
While there are plenty of opportunities to add value to Amazon Web Services, "generalists" are disappearing, base2services CEO Arthur Marinis said.
"We've learnt that one of the key things to do with Amazon is not to consider it a hosting provider. Once you do that, you fail. It's not about infrastructure, it's about services."
The comments echo those by Bulletproof chief customer officer Mark Randall, who told CRN earlier this year that the AWS channel was seeing competencies develop around SharePoint and other areas.
Marinis agreed that there is a trend towards competencies. He said ecommerce was a particular focus for base2services.
"It's all about performance. Key areas are the way they implement search, caching on Amazon and scaling very quickly to meet demands," he said.
The Melbourne provider, which began operation in 2005, continues to win high-profile customers, in particular online classifieds. As well as Realestate.com.au, the company recently announced that Just Auto had moved its online classifieds over to AWS, including AutoTrader, Just Cars and Just Bikes.
Marinis said security and application monitoring two key gaps in AWS migrations where the Melbourne provider often finds opportunities to add services.