These days, it seems that the whole world is gunning for Amazon.

Who can argue with the success of their on-line retail ventures, Kindle franchise, and of course AWS? 

The secret to Amazon’s success is their ability to tune out the noise and focus on innovating, disrupting and creating new markets.  Here’s five reasons how not to compete with Amazon AWS:

1) Imitation is the sincerest form of flattery

While Amazon’s competitors are busy building out their cloud infrastructure offerings, they are too closely aligned to Amazon’s vision and business model. Meanwhile, Amazon is innovating and disrupting their own market by offering new features while reducing costs.

Therefore, it seems that AWS is always one step ahead of the competition and thus customers continue to flock to their services. Rather than copy Amazon, competitors need to focus on innovation, features and benefits for the consumers of …