SANTA BARBARA, Calif. – February 19, 2025 – HG Insights, the provider of AI-powered, go-to-market insights to 90% of tech companies in the Fortune 100, today released its third annual market report analyzing the entire digital ecosystem for the market’s biggest cloud provider, Amazon Web Services (AWS).
The report, The AWS Ecosystem in 2025, examines the expanding ecosystem in the midst of the ongoing “Cloud Wars” between the three largest cloud providers: AWS, Google Cloud Platform, and Microsoft Azure.
HG Insights collects data on the 4.19 million businesses buying AWS cloud computing solutions; however, it’s important to note that the ecosystem also includes a network of 140,000+ partners from over 200 countries and territories.
Offering a detailed overview of the AWS buyer landscape and trends shaping the ecosystem, the report provides valuable insights to businesses as they consider crucial go-to-market decisions.
Key findings from the report include:
- The market encompasses 4.19M AWS buyers. Continuing a consistent trend since 2020, AWS has grown its customer base across all company sizes.
- The fastest-growing segments were SMBs and startups, both growing by nearly 28% year-over-year from 2023 to 2024.
- When viewing this trend over the last five years, the number of SMBs buying AWS products has grown by 165% and startup customers have increased 257% since 2020.
- AWS is targeting the world’s largest enterprises with their Top 2000 (T2K) initiative. The businesses that comprise the Forbes Global 2000 list have complex technical architectures and AWS plans to provide customized solutions on a company and industry level.
- AWS enjoys high demand across five key industries: Media, Internet, Manufacturing, Education, and Retail.
- Leading the pack with the highest total AWS buyer count are the Media and Internet sectors. They also represent the largest count of companies spending more than $100K per month, with 493 for Media and 419 for Internet.
- Three key areas that AWS is focusing on in 2025 are Generative AI (GenAI), Machine Learning, and Data Security.
- AWS is investing $100M in a Generative AI Innovation Center.
- AWS investment in GenAI has risen dramatically, with the company committed to investing $230 million in a GenAI Accelerator program, $50 million to help public sector organizations use Gen AI, and $110 million to support AI research at universities using Trainium chips.
“AWS continues to show quantifiable growth year-over-year and the expectation this year is that they’ll expand their market share further over rival cloud providers Google Cloud Platform and Microsoft Azure,” commented Matt Hogan, VP of Growth Marketing at HG Insights. “We are seeing AWS trend toward an even more rapid adoption rate and with their T2K initiative targeting the Forbes Global 2000 list — the sky is truly the limit for AWS.”
Access the Complete Report
Read and download the full report here: The AWS Ecosystem in 2025.
The report includes:
- A high-resolution view into AWS cloud product adoption, usage, and spend
- Detailed analysis of AWS customer base growth
- Insights into AWS spend levels across key industries
- Data and trends shaping the AWS market in 2025
About HG Insights
HG Insights is the only solution that provides the precise Revenue Growth Intelligence required to make strategic, game-changing decisions that translate to operational teams, leading to efficient revenue growth and retention.
HG’s data-driven customers experience an average increase of 25% in revenue growth when aligning their GTM organization around AI-powered Revenue Growth Intelligence. Our intelligence consists of technology usage, IT spending, buying groups, partner intelligence, cloud maturity, and intent data that can be customized to specific market categories, and translated into high-propensity targeting. 90% of Fortune 100 B2B Tech companies and all major hyperscalers rely on HG Insights as the critical drive for go-to-market strategy in crowded markets.
