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Amazon Web Services (AWS) executives are pushing teams to accelerate product launches as the cloud giant prepares for its annual Reinvent conference in Las Vegas from December 1-5. According to reports, AWS CEO Matt Garman told employees during an internal meeting that slow rollouts of new products have hurt momentum, emphasizing that customers expect to use innovations immediately after they are announced.
AWS has traditionally used Reinvent to showcase its most ambitious technologies. Last year, the company introduced Nova, its chatbot designed to compete with OpenAI and other artificial intelligence providers. However, Garman stressed that unveiling products without making them available risks diminishing excitement and customer trust. “The first and very most important thing we’ve got to do is make sure that we deliver on the roadmap that we have,” he said.
Amazon has recently faced criticism for lagging behind rivals in generative AI. On the company’s latest earnings call, CEO Andy Jassy pushed back against claims that AWS is losing ground, insisting that the AI market is still in its early stages and will support multiple winners. Despite this defense, pressure is building for AWS to prove its ability to innovate quickly.
At the internal meeting, Garman also underscored the importance of strong customer turnout at Reinvent, with a target of more than 60,000 attendees—matching last year’s figure. He highlighted the value of in-person engagement to maximize the event’s impact.
In addition, Garman previewed a new internal tool called Quick, an “agentic AI” designed to perform tasks with minimal prompting. Quick can analyze documents and web pages to streamline workflows and automate repetitive processes. AWS employees will soon be able to test the product, which could become another key step in the company’s AI strategy.
With growing competition in the cloud and AI sectors, AWS is under mounting pressure to deliver innovations faster, align product availability with announcements, and solidify its leadership in the generative AI race.
