When people think of innovation, Amazon CTO, Werner Vogels, said they think "about doing really big, new stuff."
While it is important to do "new things that nobody ever thought about before," Vogels said it's more important to use innovation for "things that do not change."
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"Any innovation that we do, we want it to benefit you forever," he said.
One area that Vogels said AWS is focused on is improved consistency of performance.
"If we can improve consistency, it is easier for you to build applications on it," he said.
Vogels also highlights security as the "most important priority" for the Cloud provider, and customers are provided with several tools they can use to protect themselves.
"Any energy that goes into that will benefit our customers forever," he said.
Cost is a factor as well, as Vogels admits that "no one will say that they wish AWS was more expensive."
"Scale is important for customers as well, so we're making it infinitely scalable from that perspective," he said.
While AWS is focused on supporting today's workloads, Vogels said the Cloud provider is also aiming to power tomorrow's workloads.
"We want to provide you with the tools and means to do anything that you can think of so you can start building on our platform," he said.
Vogels adds that all the new innovation is driven by the toolsets AWS provides to its customers.
Patrick Budmar travelled to Re:Invent 2013 as a guest of AWS.