It’s still an established benchmark for any application developer building a web shop: before starting to discuss structure, activity flow and lay-out, you have a look at the world’s leading example and see what’s hot. What would Amazon do?

Well, they are doing it again. With the launch of the AWS Marketplace, Amazon shows any IT department what they are up against in the forthcoming years: a neatly organized, easy accessible catalogue of open, highly standardized IT services, ready to deploy in seconds, paid per use, all on one invoice. And – of course – at incredibly competitive prices.

I have often discussed with our clients how quick – and through what steps – they could be benefiting from the public cloud. And the same advice would be coming back over and over again: “We’re not saying your entire IT landscape should be on Amazon next year. But for sure, they are quickly defining a new normal in terms of how fast, easy and cost-effective you should be able to deploy new solutions”.

That benchmark just became more tangible and solid than ever before. Go at the AWS marketplace yourself and browse around a bit. Will your IT department be able to provide the same catalogue, with the same self-service, usage-based pricing and deployment in minutes? And even so important: are your prices more or less on par with what Amazon is offering?

More improvements should be expected. It seems like a missed opportunity not to present the AWS marketplace in exactly the same way as the Amazon web shop (that would have made the point even more). And for now, you can only imagine what will happen when more and more business applications will become available (did anybody say recommendation engine?) through the very same marketplace.

For now, the bar has been raised. We are not saying the internal IT market place of your organization should be just as good as Amazon’s. Not yet, that is. But a new normal has been defined and we’d all better have a good look. Happy shopping.