When Amazon Web Services has a big press or customer event, the company usually has one staple that it announces: Price cuts.\nSuch was not the case earlier this month at AWS re:Invent in Las Vegas, the third-annual installation of the company\u2019s big cloud conference. So what\u2019s going on here? Have the prices in the cloud market stabilized? Or is AWS attempting to be rise above the fray of other cloud providers who are undercutting the market leader on price?\nWe asked AWS and they did not respond. But, analysts say while price is important, it\u2019s not the end all for users deciding whether to use the cloud or not.\n+ MORE AT NETWORK WORLD: Would AWS ever build an on-prem private cloud? +\nAbout a year ago the cloud price wars in the IaaS cloud computing market were at their height. AWS was seemingly cutting prices every few weeks. Google would follow. Microsoft announced a strategy that it would match any AWS price cut on core cloud services. There was a race to the bottom.\n\nSince then, it seems like price cut announcements have normalized somewhat. \u201cMy opinion has always been that the \u2018cloud price wars\u2019 were a manufactured narrative,\u201d says 451 Research analyst Carl Brooks. \u201cThe value of the platform is greater than the sum of its parts. Users simply don\u2019t swap from provider to provider like choosing a new place to get lunch.\u201d\nAWS executives seemed to be making this point at re:Invent - the company\u2019s breadth and depth of the services it offers on its cloud are unmatched in the market and the economics of using the public cloud\u2019s pay-as-you-go model are compelling at current price levels, or if they were cut by a fraction.\nPretty much everyone expects AWS to continue dropping its cloud prices. The fact that none were announced at re:Invent is probably more of a strategic marketing decision compared to a broader shift in strategy around price. Perhaps this means AWS doesn\u2019t plan to use price cuts as a mouse trap into its cloud as much as it had in the past. But prices will continue to drop. In fact the week after re:Invent AWS announced a price cut to its CloudSearch product.\nSo, cloud users: The cloud price war is not over. It\u2019s just not as intense as it has been. AWS, Microsoft and Google will continue to cut prices. There are even cheaper alternatives in the market, like Digital Ocean and ProfitBricks, if you\u2019re willing to give up some features.\nThe point is that the cloud market has matured to a point where these providers don\u2019t need to be cutting prices every time they hold a media event to convince people that the cloud is a valuable proposition.