While Amazon Web Services touts the self-service capabilities of its cloud, the company also works with a large number of channel partners to help companies migrate to and use its services.

The cloud provider announced a suite of updates to its partner programs at its Global Partner Summit keynote in Las Vegas on Tuesday. The updates are focused on helping customers get increased use of Amazon’s cloud services and getting partners to invest further in AWS.

The keynote was an opportunity for the cloud provider to make a hard sell to the companies that will help businesses adopt Amazon’s cloud services. Partners shouldn’t hedge their investment in the public cloud, but should instead commit to supporting one provider deeply and aggressively, AWS CEO Andy Jassy said.

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