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Amazon Web Services (AWS) has made Amazon Personalize widely available to all its customers. Announced at re:Invent last November, Amazon Personalize is an API for working with machine learning without the need for a developer to have experience.

With Amazon Personalize, developers can add their own machine learning models – for example, for personalized product recommendations, search results and direct marketing – to their apps, even if they’re not experienced in machine learning, writes TechCrunch.

The API processes data by using algorithms that were originally developed for Amazon’s own retail business. However, according to AWS, all data remains “completely private and fully owned by the customer”. Amazon Personalize provides the necessary infrastructure, and manages the entire machine learning pipeline. This includes processing the data, identifying functions, selecting algorithms and training, optimizing and hosting the results.

Amazon Personalize provisions the necessary infrastructure and manages the entire machine learning pipeline, including processing the data, identifying features, selecting algorithms, and training, optimizing, and hosting the results.

There are customers who have already added Amazon Personalize to their apps. These include Yamaha Corporation of America, Subway, Zola and Segment. Ishwar Bharbhari, Director of Information Technology at Yamaha Corporation of America, says he is now saving 60 percent of time setting up and fine-tuning the infrastructure and algorithms for machine learning models, compared to when they do it themselves.


AWS’ Amazon Personalize has been made immediately available in the European region of Ireland, the three American regions of East (Ohio), East (North Virginia) and West (Oregon), and in two regions in Asia, Tokyo and Singapore. The service costs five cents per GB of data uploaded to Amazon Personalize and 24 cents per training hour used to train your own model with Amazon data.

There are also real-time recommendation requests. These requests have their own price, based on how many have been uploaded. Larger orders get discounts.

This news article was automatically translated from Dutch to give Techzine.eu a head start. All news articles after September 1, 2019 are written in native English and NOT translated. All our background stories are written in native English as well. For more information read our launch article.