A few months ago, VC Cafe launched a series on startup engagement and outreach programs of large tech companies. After covering Google startup outreach and support (from my first hand experience), I’m happy to add Amazon and AWS, by looking into the variety of ways startups can engage with the commerce and cloud giant. The information in this post was provided and fact checked by AWS managers Moran Nir and Jonno Southam. As far as I know this is the most comprehensive list out there.
Below is a list of how both AWS and Amazon support and engage startups across three key areas: Investing, commercial relations/partnerships and support.
Investing and m&A
In the past two decades, Amazon invested in, or acquired more than 128 companies. The majority of that work is led by the Amazon Corp Dev team.
Amazon Corporate Development – Notable acquisitions include Whole Foods ($13.7B), smart doorbell system Ring ($1.2B, 2018) and autonomous mobility technology Zoox ($1.2bn). The company also occasionally invests in startups out of the balance sheet (i.e. Deliveroo), but in comparison with Google and Microsoft, Amazon has yet to launch an official Corporate Venture arm (read more about the rise of corporate VC here).
In addition, Amazon launched two dedicated funds:
- Alexa Startups – The Alexa Startups team engages founders and investors through startup programs, business development, and technical support. The Alexa Fund also provides up to $200 million in venture capital funding to fuel voice technology innovation.
- Climate Pledge Fund – This dedicated investment program — with an initial $2 billion in funding — will invest in visionary companies whose products and solutions will facilitate the transition to a low-carbon economy.
Commercial and partnerships
AWS is a market leader in Cloud technology, and as such the company has a range of Go To Market programs to help startups scale. Below are the Amazon and AWS outreach programs in no particular order.
- AWS Marketplace Startup Program – the ‘app store’ for B2B startups who are interested to sell their product to AWS customers. Qualified startups receive white-glove assistance from AWS Marketplace Business Development teams plus an initial $10,000 in AWS credits* (subject to T&C eligibility) to support a paid listing.
- The AWS APN Global Startup Program – for startup AWS Partner Network (APN) select and advanced technology partners looking to grow their products on AWS. Our dedicated startup resources provide support through technical validation, go-to-market support, and sales enablement to support startups at the speed they need.
- AWS Connections – A program that facilitates relationships between AWS enterprise customers and startups to solve enterprises’ needs and, in turn, help to grow startups. AWS Connections brings together enterprise decision-makers and startup around dedicated events with the goal of facilitating pilots, partnerships and investments.
- Amazon Launchpad – startups selling innovative physical products on Amazon can to improve discoverability by joining Amazon Launchpad. The program helps boost sales through its customer engagement tools (video content, dedicated storefront, editorial curation), merchandising, and strategic support. These include editorial features, discount coupons and more. To qualify, startups need to be “innovative brands from any product category, with a unique selling point and brand story”.
- Amazon AppStore – The Amazon Appstore (mobile/tablet) for Android and Fire OS operated by Amazon.com.
- Amazon Pay – For startup payment acceptance and collection.
- AWS EdStart – is the AWS educational technology (EdTech) startup accelerator, designed to help entrepreneurs build the next generation of online learning, analytics, and campus management solutions on the AWS Cloud. The accelerator provides equity-free financial support through AWS Promotional Credit, technical training and support, access to a global community of EdTech experts, and more.
- AWS Startups for the Public Sector – Startups in the public sector focus their technology and business innovation on federal/central and local/municipal governments, primary and secondary education, nonprofits, and non-governmental organizations. These startups can also apply to the AWS Public Sector Startup Ramp – an accelerator program designed to help startups build and scale innovative solutions for the public sector. Get started with tools and resources needed to overcome the unique challenges associated with the public sector.
Support
Amazon and AWS take a hands on approach to supporting startups across stages. The AWS teams are staffed by former startup founders and investors, as well as business development professionals who assist the efforts of startups, venture capital funds, angel investors, accelerators, incubators and startup-supporting organizations globally. These efforts range from physical infrastructure to content.
Physical space
- AWS Lofts – The AWS Lofts are physical spaces where founders, developers, and makers can grab a coffee and meet, work, collaborate, and attend educational, technical, and business sessions and bootcamps, and dedicated one-on-one office hours with AWS experts to discuss AWS technology, business/go-to-market needs and costs optimisation strategies when scaling globally, all at no cost. Current AWS loft locations include: New York, San Francisco, Tokyo, Paris (Station F), and Tel-Aviv (Floor28).
- Due to the continued concerns surrounding COVID-19, the AWS Startup Lofts remain closed until further notice.
- AWS Builder Space (Israel) – A non-equity program for early stage startups who are looking to accelerate their speed to market. Startups spend 10 weeks working closely with AWS experts, alongside an extended global network of investors and entrepreneurs. No appointed mentors, no mandatory meetings, just a full focus on the venture’s needs.
Content
- AWS Virtual Loft – The Virtual Loft is an online portal where you can access digital content, programs, and workshops to continue developing and growing your startup with AWS. You can explore webinars, workshops, and how-to sessions, and also schedule a free 1:1 session through the Virtual Ask an Expert Bar program.
- AWS Startups Blog – Head here for insights on startup related topics and guest posts from startup founders/leaders.
- Startups on Air – Startup founders, CEOs, and CTOs dive into their companies’ histories, products, and technical architecture.
- Free AWS Digital Training – unlimited access to more than 100 new digital courses built by AWS experts, totaling more than 40 hours of training content. Digital courses are generally 10-20 minutes long and are designed to help you build foundational knowledge for more than 70+ AWS services and solutions. This program isn’t specific to startups, but can also be leveraged by founders.
Events
- AWS Startup Day – from intimate chats to powerful keynotes, AWS Startup Day events are designed for startup founders. This free full-day event will deliver education and networking opportunities to enable and accelerate startup innovation and growth, provide education on emerging trends and inspire action through the personal experiences of startup founders.
- AWS Online Tech Talks – these free online tech talks and webinars are available both live and on-demand and cover a broad range of topics at varying technical levels. They are led by AWS solutions architects and engineers, and feature technical deep dives, live demonstrations, customer examples, and Q&A with AWS experts.
Support Programs
- Amazon Small Business Accelerator (UK) – a free, online educational programme for anyone who wants to start a new online business or grow an existing one. The online learning is tailored to your experience level, with a comprehensive curriculum covering website building, selling online, social media, marketing, managing cashflow, selling on Amazon’s online store, and identifying growth opportunities. Not only is the training free, but by taking part you can access events and offers from partners, and join an intensive bootcamp experience.
- AWS Activate Founders Package – AWS has designed a new set of benefits specifically for bootstrapped startups with no institutional funding. The startup must not be associated with a venture capital firm, accelerator, incubator, angel funding or seed or have received AWS Activate benefits before. Benefits include $1,000 of AWS Activate credits, and one year of technical support.
- AWS Activate Portfolio Package – designed for startups associated with a venture capital firm, accelerator, incubator, or other startup-enabling organisation that is an AWS Activate Provider. Benefits include up to $100,000 of AWS credits and access to solutions architects to help with cost/performance/security optimisation.
- Alexa Next Stage – the new virtual program to support companies that are past accelerator-stage and ready to build with Alexa.
I’d like to thank Moran Nir (Senior Startup Business Development Manager, Universities) and Jonno Southam (Senior Venture Capital Business Development – EMEA) for their help collating the data for this post.
I'm a former general partner at google ventures, head of Google for Entrepreneurs in Europe and founding head of Campus London, Google's first physical hub for startups.
I'm also the founder of Techbikers, a non-profit bringing together the startup ecosystem on cycling challenges in support of Room to Read. Since inception in 2012 we've built 11 schools and 50 libraries in the developing world.
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