"Rivals such as Cursor and Windsurf have seen better grassroots adoption than AWS's coding assistant Q Developer, while larger enterprise customers tend to favor Microsoft's GitHub Copilot, according to an internal Amazon document obtained by Business Insider. Q Developer did manage to see "occasional successes" selling directly to senior executives, but such wins required intensive sales involvement, the document explained. To close the gap, AWS recently launched Kiro, an AI coding assistant designed to attract more self-serve developers."
""Until recently, AWS did not have a compelling product for the 'grassroot' cohort," the document acknowledged. The assessment highlights how the dynamics have changed for AWS in the age of AI. In its early years, AWS thrived because many developers adopted its cloud services on their own, spreading usage organically rather than through top-down mandates. By contrast, Q Developer's difficulty gaining traction through word of mouth suggests AWS has been unable to recreate that playbook in at least one corner of its AI portfolio."
AWS aims to increase organic, bottom-up adoption of its AI applications to reduce reliance on intensive sales efforts. Q Developer has underperformed in grassroots uptake compared with rivals Cursor and Windsurf, while enterprise customers often choose Microsoft's GitHub Copilot. Q Developer achieved some successes selling directly to senior executives, but those wins required heavy sales involvement. AWS introduced Kiro to better attract self-serve developers and close the adoption gap. Historical AWS growth came from developers adopting services independently, making viral, bottom-up adoption a critical factor in the AI era and sales strategy decisions.
Read at Business Insider
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