Once Frenemies, Elastic and AWS Are Now Besties

Paul Sawers writes via VentureBeat: It has been a frosty few years for Elastic and Amazon's AWS cloud computing arm, with the duo frequently locking horns over various issues relating to Elastic's ex-open-source database search engine -- Elasticsearch. To cut a War and Peace-esque story short, Amazon had introduced its own managed Elasticsearch service called Amazon Elasticsearch Service way back in 2015, and in the intervening years the "confusion" this (among other shenanigans) caused in the cloud sphere ultimately led Elastic to transition Elasticsearch from open source to "free and open" (i.e., a less permissive license), exerting more control over how the cloud giants of the world could use the product and Elasticsearch name. In response, Amazon launched an Elasticsearch "fork" called OpenSearch, and the two companies finally settled a long-standing trademark dispute, which effectively meant that Amazon would stop associating the Elasticsearch brand with Amazon's own products. This was an important final piece of the kiss-and-make-up puzzle, as it meant that customers searching for Elastic's fully-managed Elasticsearch service (Elastic Cloud) in the AWS Marketplace, wouldn't also stumble upon Amazon's incarnation and wonder which one they were actually looking for. Fast-forward to today, and you would hardly know that the two companies were once at loggerheads. Over the past year, Elastic and Amazon have partnered to bring all manner of technologies and integrations to market, and they've worked to ensure that their shared customers can more easily onboard to Elastic Cloud within Amazon's infrastructure. Building on a commitment last month to make AWS and Elastic work even better together, Elastic and AWS today announced an even deeper collaboration, to "build, market and deliver" frictionless access to Elastic Cloud on AWS. In essence, this means that the two companies will go full-throttle on their "go-to-market" sales and marketing strategies -- this includes a new free 7-day trial for customers wanting to test-drive Elastic Cloud directly from the AWS Marketplace. On top of that, AWS has committed to working with Elastic to generate new business across Amazon's various cloud-focused sales organizations -- this is a direct result of Elastic joining the AWS ISV Accelerate program. All of this has been made possible because of the clear and distinct products that now exist -- Amazon has OpenSearch, and Elastic has Elasticsearch, which makes collaboration that much easier. What does Amazon get for all of this? "Put simply, companies accessing Elastic's services on AWS infrastructure drive a lot of cloud consumption -- which translates into ka-ching for Amazon," adds Sawers.

Read more of this story at Slashdot.