once frenemies elastic aws now besties

In the world of cloud computing, two giants have emerged as frontrunners – Elastic and Amazon Web Services (AWS). These two companies have had a complex relationship over the years, starting as competitors and even frenemies, but have now evolved into besties. This article will delve into the fascinating journey of Elastic and AWS, exploring how their once contentious relationship has transformed into a mutually beneficial partnership.

The Early Days: Fierce Competition

In the early days of cloud computing, Elastic and AWS were fierce competitors. Both companies offered similar services, with Elastic providing an open-source search and analytics engine, Elasticsearch, while AWS offered its own managed search service called Amazon Elasticsearch Service (Amazon ES). This led to a clash of interests, as Elastic accused AWS of creating a proprietary version of Elasticsearch and undermining their business.

The Turning Point: Cooperation Begins

Amidst the competition, a turning point occurred when Elastic and AWS realized the potential benefits of collaboration. In 2015, they joined forces to create the Elasticsearch Service on AWS, a fully managed service that allowed customers to easily deploy and scale Elasticsearch clusters. This marked the beginning of their cooperation, as Elastic recognized the value of leveraging AWS’s extensive infrastructure and customer base.

A Symbiotic Relationship: Elastic on AWS Marketplace

As their partnership deepened, Elastic made another strategic move by joining the AWS Marketplace in 2016. This allowed customers to access Elastic’s products directly through the AWS platform, making it more convenient for users to deploy and manage Elasticsearch. By becoming part of the AWS ecosystem, Elastic gained greater visibility and access to a wider customer base, while AWS benefited from offering a popular open-source solution.

Furthermore, Elastic’s decision to embrace AWS as a preferred cloud provider demonstrated their commitment to providing customers with flexibility and choice. This move also helped alleviate concerns about vendor lock-in, as Elastic users could now seamlessly transition between different cloud providers, including AWS.

The Rise of Elasticsearch Service: A Game-Changer

One of the most significant milestones in the Elastic-AWS partnership was the launch of the Elasticsearch Service on AWS in 2017. This fully managed service provided customers with a hassle-free way to deploy and operate Elasticsearch clusters, eliminating the need for manual configuration and maintenance. With AWS handling the infrastructure and Elastic focusing on the software, customers could enjoy the benefits of Elasticsearch without the complexities of managing the underlying infrastructure.

The Elasticsearch Service on AWS quickly gained popularity, attracting a wide range of customers, from startups to large enterprises. Its scalability, reliability, and ease of use made it a game-changer in the world of search and analytics. Elastic and AWS had successfully combined their strengths to create a powerful offering that addressed the needs of their shared customer base.

A Blossoming Partnership: Joint Innovations

In recent years, Elastic and AWS have continued to deepen their partnership through joint innovations. One notable example is the integration of Elastic’s machine learning capabilities with AWS’s suite of AI services. This collaboration enables customers to leverage Elasticsearch’s powerful search and analytics capabilities alongside AWS’s machine learning tools, empowering them to extract valuable insights from their data.

Additionally, Elastic and AWS have collaborated on initiatives such as the Open Distro for Elasticsearch, an open-source distribution that provides additional security, alerting, and SQL query capabilities. By working together, they have expanded the functionality of Elasticsearch, making it even more versatile and appealing to a broader range of users.


The transformation of Elastic and AWS from frenemies to besties is a testament to the power of collaboration in the tech industry. Through strategic partnerships and joint innovations, these two cloud computing giants have created a mutually beneficial relationship that benefits their customers. The Elastic-AWS partnership showcases how competitors can set aside their differences and work together to deliver exceptional value to the market. As the cloud computing landscape continues to evolve, it will be fascinating to see how Elastic and AWS further strengthen their bond and shape the future of cloud-based search and analytics.

Milo John

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