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Once frenemies, Elastic and AWS are now besties

Posted on October 25, 2022 by

Categories: AWS


Elastic and Amazon’s AWS cloud computing division has had a rocky few years, with the two parties routinely sparring over disputes involving Elasticsearch, the company’s former open-source database search engine.

Short version: Amazon launched its own managed Elasticsearch service called Amazon Elasticsearch Service back in 2015. Over the following years, the “confusion” this (among other shenanigans) caused in the cloud community ultimately led Elastic to transition Elasticsearch from open source to “free and open,” which is to say, a less permissive license, exerting more control over how the cloud giants of the world could use the product and Elastic itself.

In retaliation, Amazon released an Elasticsearch “fork” dubbed OpenSearch. The two businesses ultimately settled in their long-running trademark battle, ordering Amazon to stop equating the Elasticsearch name with its own goods. This was a crucial last element in the “kiss and make up” process since it prevented customers seeking for Elastic’s fully-managed Elasticsearch service (Elastic Cloud) on the AWS Marketplace from also seeing Amazon’s version and being confused about which one they were looking for.

The nicest of enemies

Today, you might not even be aware that the two businesses had a conflict. Elastic and Amazon have been working together to develop various technologies and connectors over the past year. They’ve done their best to make it easier for their shared customers to switch to Elastic Cloud inside Amazon’s infrastructure.

Elastic and AWS today announced an even deeper partnership to “develop, advertise, and deliver” seamless access to Elastic Cloud on AWS. This announcement builds on a pledge made last month to help AWS and Elastic function even better together. This implies that the two businesses will intensify their “go-to-market” sales and marketing tactics, including a new free 7-day trial for clients who wish to try out Elastic Cloud through the AWS Marketplace.

Additionally, as a direct result of Elastic entering the AWS ISV Accelerate program, AWS has committed to collaborating with Elastic to develop new business across Amazon’s numerous cloud-focused sales divisions.

Because of the obvious and distinct solutions already available—Amazon has OpenSearch, and Elastic has Elasticsearch, which makes cooperation even more accessible—all of this is now achievable.

Ashutosh Kulkarni, who just took over as CEO for cofounder Shay Banon, told VentureBeat in an interview that “it’s one thing to execute product integrations, and it’s another thing to establish cooperative go-to-market operations.” “However, when it comes down to it, what counts most is if the organizations are actually linked. And the support for these announcements is consistent with that alignment. I don’t remember the last time someone from AWS was mentioned in a news release that Elastic and AWS jointly issued.

In fact, Stephen Orban, VP for AWS Marketplace, partner engineering, and ISVs, is quoted in the press release for today’s event as saying that the recent collaboration between the two businesses is “only the beginning.”

Orban stated, “The cornerstone of our partnership with Elastic is founded on listening to customers and working to create a fantastic experience for them on AWS.

Ashutosh Kulkarni, the CEO of Elastic

While Elastic clearly benefits from this in that it garners support from the world’s most significant public cloud provider, what does this mean for Amazon? Simply said, businesses using AWS infrastructure to use Elastic’s services generate a lot of cloud usage, which benefits Amazon financially.

According to Kulkarni, many of our clients run Elastic Cloud on AWS, and as Elastic Cloud expands, so does AWS’s usage. “We provide our customers option in which cloud provider they run Elastic Cloud, and we have a number of customers that run Elastic Cloud on AWS.”

Elastic is primarily a data platform, even though it is better recognized as an enterprise search business. Uber, Slack, Netflix, and Twilio, among other businesses, provide enormous amounts of data to Elastic, which ultimately helps whatever cloud provider hosts.

We are a data repository, and as data grows, we use more computing, storage, and other resources—precisely what AWS wants since that fuels their success, according to Kulkarni. They want to collaborate with us and do so in the future so that they may become the cloud of choice for all of our clients. Absolutely advantageous for both businesses.