Amazon web services in retail: Enhancing customer experience through cloud innovation

Yadlapati, Mahesh (2025) Amazon web services in retail: Enhancing customer experience through cloud innovation. World Journal of Advanced Engineering Technology and Sciences, 15 (1). pp. 1861-1866. ISSN 2582-8266

Amazon Web Services (AWS) has emerged as a transformative force in the retail industry, providing a comprehensive suite of cloud-based solutions that enhance customer experiences while optimizing operational efficiency. This article explores how AWS offerings—including personalization tools like Amazon Personalize, customer support systems through Amazon Connect, forecasting capabilities with Amazon Forecast, IoT retail implementations, serverless architectures using AWS Lambda and API Gateway, and computer vision solutions with Amazon Rekognition—are revolutionizing retail operations. It demonstrates research findings on these technologies' impacts across various retail contexts, highlighting benefits in conversion rates, operational costs, customer satisfaction, inventory management, and security compliance. By integrating these AWS services, retailers can create seamless omnichannel experiences, transform physical stores into data-rich environments, implement sophisticated personalization strategies, and establish robust security frameworks that protect customer data while meeting regulatory requirements.