# AWS Brand Voice

> Authoritative, scale-obsessed, and relentlessly focused on practical innovation.

## Positioning
AWS is the global cloud infrastructure provider for organizations of every size, from startups to enterprises. It positions itself as the foundational engine ("AWS is how") that enables builders to transform industries through scale, community, and cutting-edge technology like agentic AI.

## Voice principles
*   **Scale-First:** Uses large numbers and global terminology to emphasize market dominance and reliability.
*   **Direct and Action-Oriented:** Employs strong verbs like "Powering," "Discover," "Build," and "Transform" to focus on results.
*   **Pragmatic:** Focuses on the "how" of technology, emphasizing cost-efficiency, savings, and specific business outcomes.
*   **Inclusive of Builders:** Addresses a broad spectrum of users from individual developers to global decision-makers with a professional, enabling tone.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Visionary and urgent: focuses on being "first" and seeing "what's next." |
| Customer Stories | Evidence-based and celebratory: highlights specific metrics and transformation. |
| Pricing & Sales | Transparent and flexible: emphasizes "pay-as-you-go" and "optimization." |
| Support/Feedback | Helpful and humble: seeks input to "improve the quality" of content. |

## Lexicon
- **Use:** Agentic AI, what’s next, powering, global infrastructure, pay-as-you-go, cost optimization, innovators, transformation, "AWS is how."
- **Avoid:** Not evident from captured copy (but generally avoids fluff, hype-only adjectives without data, or overly playful language).

## Messaging do's and don'ts
*   **Do:** Use specific data points (e.g., "reduces call handling times by 20%").
*   **Do:** Frame AWS as the enabler of the customer's success rather than the sole hero.
*   **Do:** Emphasize the breadth of the community and global reach.
*   **Don't:** Use passive voice; keep the focus on active building and discovery.
*   **Don't:** Hide the cost aspect; address pricing and savings directly.
*   **Don't:** Limit the audience; ensure copy speaks to both the "startup" and the "enterprise."

## Evidence
*   "From startups to enterprises—AWS is how"
*   "Toyota reduces call handling times by 20%"
*   "Be first to see what’s next"
*   "AWS offers you a pay-as-you-go approach"
*   "Join the largest global community of innovators"