Amazon turns to brick-and-mortar to sell its cloud (again)

This fall, Amazon Web Services plans to re-open a pop-up loft in San Francisco’s South of Market neighborhood to strut its stuff for the heavy concentration of programmers and software developers in the area…or just offer them a copacetic place (plus candy and beer!) to work on their own. As for the king of e-tail using a physical location to sell cloud, well, I’ll leave the ironic commentary to others.

Dates for the engagement were not disclosed. [company]Amazon[/company] previewed the loft in June and says it’s bringing it back due to popular demand. It probably doesn’t hurt that the Google Compute Platform is now fully available and [company]Google[/company] has a heavy presence in the area.

Per the AWS blog, people can come to the loft to:

  • Meet 1:1 with an AWS technical expert.
  • Learn about AWS through product sessions.
  • Gain hands-on experience through instructor-led Technical Bootcamps.
  • Sharpen your AWS skills through self-paced, hands-on labs.
  • Attend special evening events including talks with successful startups and networking opportunities

Look for accelerated marketing events and hand-holding sessions from AWS and public cloud rivals Google and [company]Microsoft[/company] in the coming months as competition heightens. In March, all three companies planned cloud-related events within days of each other in San Francisco.

AWS pop-up Loft in San Francisco.

AWS pop-up loft in San Francisco.