Cloud consultancy Reply has just earned a new stamp of approval from Amazon Web Services: the AWS Advertising and Marketing Technology Competency, a recognition reserved for partners with proven chops in building high-performance adtech and martech solutions on AWS.
For AWS, these badges are more than marketing fluff—they’re a signal to enterprises that a partner can handle complex workloads in areas like audience management, ad intelligence, privacy-first data collaboration, and customer experience. For Reply, which operates through specialized units Storm Reply and Data Reply, the competency shores up its status as a go-to partner for brands looking to future-proof their marketing stacks with cloud-native and AI-powered tools.
Projects That Landed the Badge
This competency wasn’t awarded on theory. It was earned through real deployments with major names across automotive, media, and luxury retail.
- Aston Martin’s Data-Driven Makeover: Data Reply designed a modern data platform on AWS that unifies customer data from digital and physical touchpoints. Using services like Lambda, Kinesis, and Redshift, Aston Martin can now personalize campaigns in real time—turning data into dynamic, emotionally tuned experiences.
- Media Giant Modernization: Storm Reply re-architected a European entertainment company’s ad platform, which handles over a billion monthly requests. By leaning on AWS Fargate and Graviton processors, the result was faster response times, 30% lower latency, and a 45% reduction in IT costs—not to mention a greener footprint with serverless orchestration and energy-efficient computing.
- Luxury Retail Meets Generative AI: For a global jewelry brand, Data Reply built a multilingual content-generation platform using Amazon Bedrock and SageMaker. The system creates localized campaign videos across 30 countries, cutting production time and costs while ensuring brand tone aligns with local cultures.
Why It Matters
Competencies like this are AWS’s way of certifying who’s not just cloud-savvy, but industry-ready. For marketers and advertisers, it means Reply can credibly deliver scalable, cost-efficient, and AI-infused platforms in a space where consumer expectations—and regulatory scrutiny—are only getting tougher.
It also underscores a broader industry trend: cloud players are doubling down on vertical competencies. With advertising spend shifting heavily toward programmatic, retail media, and AI-generated content, AWS wants to make sure its partners can deliver tailored solutions that don’t just scale, but differentiate.
For Reply, the recognition strengthens its role as a strategic partner for brands navigating digital transformation. For competitors, it’s another signal that the cloud arms race in advertising technology is accelerating.
