AWS
Amazon's cloud division; world's largest cloud provider now powering WBD's agentic ad stack via Bedrock AgentCore.
On 18 June 2026, Warner Bros. Discovery chose AWS Bedrock AgentCore to rebuild its US advertising operation, placing Amazon’s cloud division inside media planning, pricing and campaign measurement.
Last refreshed: 22 September 2026 · Appears in 6 active topics
Can Amazon's €33.7B EU investment survive the Aragón lawsuit and DMA cloud probe simultaneously?
Timeline for AWS
Mentioned in: TwelveLabs banks $100m for video AI
Media's AI PivotMentioned in: Horizon ships its own buying layer
Media's AI PivotHosted WBD's agentic ad platform via Bedrock AgentCore, SageMaker, S3, ECS, and Amazon Q
Media's AI Pivot: WBD rebuilds ad stack on AWS agentsMentioned in: WPP convenes six rivals on AI buying
Media's AI PivotEntered multi-year product partnership with Orbital Industries
UK Startups and Innovation: Orbital's $50m raise has no UK leadBackground
AWS is Amazon's cloud division, launched in 2006, and a global provider of computing, storage and platform services. Its significance rests on the scale at which organisations build applications, hold data and run operations on rented infrastructure rather than their own data centres.
US ownership remains a durable concern for European and British customers. On 15 April 2026, an Open Rights Group report cited the US CLOUD Act as a route through which US authorities can compel disclosure of UK data held by US companies.
European cloud sovereignty gives that legal question commercial weight. A 1 February 2026 analysis estimated that AWS, Microsoft and Google together held about 70% of the European cloud market, while EU-native providers held about 15%.
AWS enters advertising operations
On 18 June 2026, Warner Bros. Discovery said it was rebuilding its entire US advertising operation on AWS Bedrock AgentCore. The deployment made AWS the platform for media planning, demand forecasting, campaign optimisation and measurement. WBD said unified planning would arrive in Q3 2026, with order management and pricing to follow in Q4.
For AWS, the 18 June arrangement extended its role beyond rented computing capacity into the operating layer of a major broadcaster's advertising business. The deployment also put AWS inside a customer whose Max streaming service competes with Amazon Prime Video for US viewers.
AWS faces EU cloud scrutiny
On 1 October 2025, the European Commission opened Digital Markets Act cloud probes into AWS and Azure. The inquiry put cloud interoperability and portability under formal scrutiny for AWS, whose customers can face high switching costs once systems and data are embedded in its services.
On 7 May 2026, reporting on a draft CAIDA measure said US cloud providers would be barred from holding specified EU public-sector financial, judicial and health data. The reported restriction left private enterprise demand untouched, but it made AWS's US legal jurisdiction central to public-sector procurement choices.
How much is Amazon investing in European data centres in 2026?
What is the Spain Aragón data centre lawsuit against Amazon?
What is the EU DMA cloud probe and does it affect AWS?
Does Amazon publish its data centre electricity consumption?
Why is Warner Bros. Discovery rebuilding its ad technology on AWS?
Why is AWS excluded from EU public sector cloud procurement?
What is the Aragón data centre lawsuit against Amazon?
What is the EU DMA cloud interoperability probe into AWS?
