One of the new Amazon Web Services’ billboards in downtown Seattle. The ad campaign bears the “Build On” tagline and represents AWS’ march from technology upstart to one of the major players in business software, marketers say.  (Ken Lambert / The Seattle Times)
One of the new Amazon Web Services' billboards in downtown Seattle. The ad campaign bears the "Build On" tagline and represents AWS' march from technology upstart to one of the major players in business software, marketers say. (Ken Lambert / The Seattle Times)

Amazon’s cloud-computing unit takes a new approach in heated battle with rivals: advertising

Word-of-mouth was enough in the early years of cloud computing to put Amazon at the top of the market. But as competition heats up, it needs to start winning over CEOs and corporate boards to continue to grow — and it’s using an advertising campaign to target that audience.

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