Why Amazon’s apologies all sound the same

Amazon Web Services takes a cookie-cutter approach to saying it’s sorry

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When a company is compelled to apologize as often as Amazon Web Services has been of late, perhaps expediency does dictate a cut-and-paste approach to the process.

But that doesn't exactly exude sincerity.

(Sorriest tech companies of 2012)

From Amazon's response to its latest outage, which hit on Christmas Eve:

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Last, but certainly not least, we want to apologize. We know how critical our services are to our customers' businesses, and we know this disruption came at an inopportune time for some of our customers. We will do everything we can to learn from this event and use it to drive further improvement in the ELB service.

Sincerely,

The AWS Team

In response to its Oct. 22, 2012 AWS outage:

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We apologize for the inconvenience and trouble this caused for affected customers. We know how critical our services are to our customers' businesses, and will work hard (and expeditiously) to apply the learning from this event to our services. ...

Sincerely,

The AWS Team

In response to its July 2, 2012 AWS outage:

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We apologize for the inconvenience and trouble this caused for affected customers. We know how critical our services are to our customers' businesses. ... We will spend many hours over the coming days and weeks improving our understanding of the details of the various parts of this event and determining how to make further changes to improve our services and processes.

Sincerely,

The AWS Team

In response to its Aug. 7, 2011 EC2, EBS outage in Europe:

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Last, but certainly not least, we want to apologize. We know how critical our services are to our customers' businesses. We will do everything we can to learn from this event and use it to drive improvement across our services. ...

Sincerely,

The AWS Team

In response to its April 29, 2011 EC2, RDS outages:

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Last, but certainly not least, we want to apologize. We know how critical our services are to our customers' businesses and we will do everything we can to learn from this event and use it to drive improvement across our services. ...

Sincerely,

The AWS Team

At least we can rest assured that Amazon knows how critical its services are to its customers. Sincerely.

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