Jeff Wilke, previously senior vice president of Amazon’s consumer business, will now be CEO of Worldwide Consumer. Andy Jassy, also formerly senior vice president of the tech giant’s cloud computing unit, is now officially CEO of Amazon Web Services.

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Two executives overseeing Amazon’s biggest businesses are getting an upgrade in their titles to reflect how much the empire under their purview has grown.

Jeff Wilke, who was previously senior vice president of Amazon’s consumer business (which includes its enormous online store and all that’s associated with it), will now be CEO of Worldwide Consumer, according to a blog post on Amazon’s website.

Likewise, Andy Jassy, formerly senior vice president of the tech giant’s cloud computing unit, is now officially CEO of Amazon Web Services.

The blog post notes that “this is not a reorganization, but rather a recognition of the roles they’ve played for a while.”

Jeff Bezos remains Amazon’s top CEO.

The move comes as Amazon grows into a $100 billon-plus revenue company, driven in large part by three businesses that Bezos calls “big pillars”: an online marketplace for third-party sellers, the Prime membership service for consumers, and the AWS cloud computing unit.

As those “three big pillars have also grown, we’ve decided it makes sense to change the titles of the leaders of those businesses,” the blog post says.

The equal recognition of Jassy and Wilke’s lofty responsibilities also underscores how diversified Amazon has become— and how it aims to keep growing rapidly in several directions at once.

In a letter to shareholders on Wednesday, Bezos acknowledged that Amazon’s retail business and the cloud computing unit, at least superficially, “could hardly be more different. One serves consumers and the other serves enterprises.” But they are linked together by Amazon’s “distinctive organizational culture,” Bezos wrote.

Bezos said that when it exceeded $100 billion in annual revenue last year, Amazon was the fastest company to ever do so.

He added that AWS, which is a $10 billion per year business at this point, was growing even more quickly. In any case, it’s growing far more profitably. Some analysts have said it could soon exceed the operating income generated by the retail side as soon as this year.