Cloud computing gives you a number of advantages, such as the ability to scale your application on demand. If you have a new business and want to use cloud computing, you might be asking yourself, andquot;Where do I start?andquot; Join us in this session to understand best practices for scaling your resources from zero to millions of users. We show you how to best combine different AWS services, how to make smarter decisions for architecting your application, and how to scale your infrastructure in the cloud.

3. So how do we scale?

6. a lot of things to read

7. a lot of things to read
not where we want to start

8. Auto Scaling is a tool
and a destination. It’s
not the single thing that
fixes everything.

9. What do we need first?

10. Some basics…

11. US-WEST (Oregon)
EU-WEST (Ireland)
ASIA PAC (Tokyo)
US-WEST (N. California)
SOUTH
AMERICA (Sao
Paulo)
US-EAST (Virginia)
AWS GovCloud (US)
ASIA PAC
(Sydney)
ASIA PAC
(Singapore)
CHINA (Beijing)
EU-CENTRAL (Frankfurt)

12. US-WEST (Oregon)
EU-WEST (Ireland)
ASIA PAC (Tokyo)
US-WEST (N. California)
SOUTH
AMERICA (Sao
Paulo)
US-EAST (Virginia)
AWS GovCloud (US)
ASIA PAC
(Sydney)
ASIA PAC
(Singapore)
CHINA (Beijing)
EU-CENTRAL (Frankfurt)

14. Platform
Services
Containers
Dev/ops Tools
Resource Templates
Usage Tracking
Monitoring and Logs
Foundation
Services
Compute
(VMs, Auto-scaling
and Load Balancing)
Storage
(Object, Block
and Archive)
Security &
Access Control
Networking
Infrastructure Regions CDN and Points of PresenceAvailability Zones
Applications Virtual Desktops Collaboration and Sharing
Caching
Relational
No SQL
Hadoop
Real-time
Data
Workflows
Data
Warehouse
Queuing
Orchestration
App Streaming
Transcoding
Email
Search
Identity
Sync
Mobile Analytics
Notifications
Databases Analytics App Services Deployment & Management Mobile Services
Managed User Directories
Applications
Platform services
Foundation services
Global infrastructure

15. Platform
services
Containers
Dev/ops Tools
Resource Templates
Usage Tracking
Monitoring and Logs
Foundation
services
Compute
(VMs, Auto-scaling
and Load Balancing)
Storage
(Object, Block
and Archive)
Security &
Access Control
Networking
Infrastructure Regions CDN and Points of PresenceAvailability Zones
Applications Virtual Desktops Collaboration and Sharing
Caching
Relational
No SQL
Hadoop
Real-time
Data
Workflows
Data
Warehouse
Queuing
Orchestration
App Streaming
Transcoding
Email
Search
Identity
Sync
Mobile Analytics
Notifications
Databases Analytics App Services Deployment & Management Mobile Services
Managed User Directories

16. So let’s start from day one,
user one (you)

17. EC2
instance
Elastic IP
Amazon
Route 53
User

18. c3.8xlarge
m3.2xlarge
t2.micro

19. • Will hit an endpoint eventually
c3.8xlarge
m3.2xlarge
t2.micro

20. EC2
Instance
Elastic IP
Amazon
Route 53
User

21. • No failover
• No redundancy
• Too many eggs in one
basket
EC2
Instance
Elastic IP
Amazon
Route 53
User

22. Web
Instance
Database
Instance
Elastic IP
Amazon
Route 53
User

23. Self-managed Fully managed
Database server
on Amazon EC2
Your choice of
database running on
Amazon EC2
Bring Your Own
License (BYOL)
Amazon
DynamoDB
Managed NoSQL
database service
using SSD storage
Seamless scalability
Zero administration
Amazon RDS
Microsoft SQL,
Oracle, MySQL or
PostgreSQL as a
managed service
Flexible licensing:
BYOL or License
Included
Amazon
Redshift
Massively parallel,
petabyte-scale data
warehouse service
Fast, powerful, and
easy to scale
Database options

24. But how do I choose
what DB technology I
need? SQL? NoSQL?

25. Some folks won’t like
this. But…

26. Start with SQL
databases

28. AH HA! You said
“massive amounts,”
and I will have
massive amounts!

29. If your usage is such that you
will be generating several TB
( >5 ) of data in the first year
OR have an incredibly data
intensive workload, then you
might need NoSQL

31. Web
instance
Elastic IP
RDS DB
instance
Amazon
Route 53
User

32. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone Availability Zone
Web
Instance
RDS DB Instance
Standby (Multi-AZ)
Elastic Load
Balancer
Amazon
Route 53
User

33. • Create highly scalable applications
• Distribute load across EC2 instances
in multiple Availability Zones
Feature Details
Available Load balances across instances in multiple
Availability Zones
Health checks Automatically checks health of instances and
takes them in or out of service
Session stickiness Routes requests to the same instance
Secure sockets layer Supports SSL offload from web and application
servers with flexible cipher support
Monitoring Publishes metrics to CloudWatch and can get
logs of requests processed
Elastic Load
Balancer
Elastic Load Balancer

34. Scaling this horizontally and
vertically will get us pretty far
( 10s-100s of thousands )

35. User >10ks-100ks
RDS DB Instance
Active (Multi-AZ)
Availability Zone Availability Zone
RDS DB Instance
Standby (Multi-AZ)
Elastic Load
Balancer
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Amazon
Route 53
User

36. This will take us pretty far, but
we care about performance
and efficiency, so let’s improve
further

37. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon
Route 53
User

38. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
• Move static content from
the web instance to
Amazon S3 and Amazon
CloudFront

39. Amazon Simple Storage Service (S3) is
cloud storage for the Internet:
Amazon S3

40. CloudFront
Amazon CloudFront is a web service for scalable
content delivery:
• Cache static content at the edge for faster delivery
• Helps lower load on origin infrastructure
• Dynamic and static content
• Streaming video
• Zone apex support
• Custom SSL certificates
• Low TTLs (as short as 0 seconds)
• Lower costs for origin fetches (between Amazon
S3 / Amazon EC2 and CloudFront)
• Optimized to work with Amazon EC2, Amazon S3,
Elastic Load Balancing, and Amazon Route 53
ResponseTime
ServerLoad
Response
Time
Server
Load
Response
Time
Serve
rLoad
No CDN CDN for Static
Content
CDN for Static &
Dynamic Content
0
10
20
30
40
50
60
70
80
8:00
AM
9:00
AM
10:00
AM
11:00
AM
12:00
PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
VolumeofData
Delivered(Gbps)

41. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User

42. • Move session/state and
DB caching to Amazon
ElastiCache or Amazon
DynamoDB
Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
ElastiCache
DynamoDB

43. • Managed, provisioned throughput
NoSQL database
• Fast, predictable performance
• Fully distributed, fault tolerant
architecture
• JSON support (NEW)
• Items up to 400 KB (NEW)
Feature Details
Provisioned
throughput
Dial up or down provisioned
read/write capacity
Predictable
performance
Average single digit millisecond
latencies from SSD-backed
infrastructure
Strong
consistency
Be sure you are reading the
most up to date values
Fault tolerant Data replicated across
Availability Zones
Monitoring Integrated with Amazon
CloudWatch
Secure Integrates with AWS Identity
and Access Management (IAM)
Amazon EMR Integrates with Amazon EMR
for complex analytics on large
datasets

45. • Move dynamic content from
the ELB to Amazon
CloudFront
Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
ElastiCache
DynamoDB

46. • Move dynamic content
from the ELB to Amazon
CloudFront
Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
ElastiCache
DynamoDB

47. Now that our web tier is
much more lightweight, we
can revisit the beginning of
our talk…

48. Auto Scaling!

49. Automatic resizing of compute
clusters based on demand
Feature Details
Control Define minimum and maximum instance pool
sizes and when scaling and cool down occurs.
Integrated to Amazon
CloudWatch
Use metrics gathered by CloudWatch to drive
scaling.
Instance types Run Auto Scaling for on-demand and Spot
Instances. Compatible with VPC.
aws autoscaling create-auto-scaling-group
--auto-scaling-group-name MyGroup
--launch-configuration-name MyConfig
--min-size 4
--max-size 200
--availability-zones us-west-2c, us-west-2b
Auto Scaling Trigger auto-scaling policy
Amazon
CloudWatch

50. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical weekly traffic to Amazon.com

51. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical weekly traffic to Amazon.com
Provisioned capacity

52. November

53. Provisioned capacity
November

54. 76%
24%
Provisioned capacity
November

55. November

56. Auto Scaling lets
you do this!

57. Availability Zone
Amazon
Route 53
User
Amazon S3
Amazon
Cloudfront
Availability Zone
Elastic Load
Balancer
DynamoDB
RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
ElastiCache RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
ElastiCacheRDS DB Instance
Standby (Multi-AZ)
RDS DB Instance
Active (Multi-AZ)

60. AWS application management solutions
Convenience Control
Higher-level services Do it yourself
AWS
Elastic Beanstalk
AWS
OpsWorks
AWS
CloudFormation
Amazon EC2

62. HOST
LEVEL
METRICS
AGGREGATE
LEVEL
METRICS
LOG
ANALYSIS
EXTERNAL
SITE
PERFORMANCE

63. There are further
improvements to be
made in breaking apart
our web/app layer

66. Controller A Controller B
Controller A Controller B
Q Q
Tight coupling
Use Amazon SQS as buffers
Loose coupling

67. DON’T REINVENT THE WHEEL
Examples:
• Email
• Queuing
• Transcoding
• Search
• Databases
• Monitoring
• Metrics
• Logging
Amazon
CloudSearch
Amazon SQSAmazon SNS
Amazon Elastic
Transcoder
Amazon SWF
Amazon SES
In the early days, if someone has a service for it already,
opt to use that instead of building it yourself.

69. RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Amazon
Route 53
User
Amazon S3
Amazon
Cloudfront
DynamoDB
Amazon SQS
ElastiCache
Worker
Instance
Worker
Instance
Amazon
CloudWatch
Internal App
Instance
Internal App
Instance
Amazon SES

70. The next big steps

72. • Split up databases by
function/purpose
• Harder to do cross-function
queries
• Essentially delaying the need
for something like
sharding/NoSQL until much
further down the line
• Won’t help with single huge
functions/tables
ForumsDB
UsersDB
ProductsDB

73. Sharded horizontal scaling
• More complex at the
application layer
• ORM support can help
• No practical limit on
scalability
• Operation
complexity/sophistication
• Shard by function or key
space
• RDBMS or NoSQL
User ShardID
002345 A
002346 B
002347 C
002348 B
002349 A
Shard C
Shard B
Shard A

74. Shifting functionality to NoSQL
• Similar in a sense to federation
• Again, think about the earlier points for when you need
NoSQL vs SQL
• Leverage hosted services like DynamoDB
• Some use cases:
– Leaderboards/scoring
– Rapid ingest of clickstream/log data
– Temporary data needs (cart data)
– “Hot” tables
– Metadata/lookup tables
DynamoDB

75. A quick review

78. Putting all this together
means we should now easily
be able to handle
10+ million users!

79. To infinity…..

80. Iterating on top of the
patterns seen here will get
you up and over 100 million
users.

84. THANKS
FOR
LISTENING!
Chris Munns - munns@amazon.com

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