Last week, we had the pleasure of attending the AWS Partner Summit on Tuesday 29th April, and it’s safe to say it was time well spent. With over 2,000 attendees (a big leap from the 50-strong group at the first summit we ever went to!), this year’s event was buzzing with energy, innovation, and meaningful conversations.
We’ve been attending for over 10 years, but this year’s event felt particularly special. The gathering was exclusively for AWS partners – a focused and insightful prelude the day before the main AWS Summit at ExCeL, where over 40,000 people attended.
Here are some of our highlights and key learnings from the day:
1. “One Team” and “The Power of Three”
These were the core themes of the event, underscoring the collaboration between AWS, partners (like us), and clients. It was a great reminder that real value comes from working together, combining AWS’s infrastructure, our expertise, and the clients’ goals into one seamless team.
2. AWS Commitment to SMBs
An exciting focus this year was AWS’s renewed commitment to small and medium-sized businesses (SMBs) — a sector that makes up 98% of companies globally, yet is often underserved in the cloud space. AWS is developing a dedicated SMB Services Competency, and we’re fully on board.
We already support many clients under the £100M turnover bracket, and even as small as £150K, and we’re preparing to expand our capabilities even further to deliver AWS solutions tailored for the SMB market. If you’re in this space and thinking about cloud services, we’re ready to help.
3. Digital Sovereignty: More Than a Buzzword
Digital sovereignty is fast becoming a major priority, especially for industries like legal and pharmaceutical, areas where data control, location transparency, and compliance are critical. AWS is investing heavily in sovereignty competencies, and we’re already helping clients ensure their data stays where it needs to stay – whether that’s the UK, EU, or elsewhere.
With our European and UK client base, this is a space we’re both experienced and passionate about.
4. A Real-World Innovation: Smart E-PILs in Pharma
One standout case study involved the digital transformation of patient information leaflets (PILs) – those long, fold-out papers stuffed into medicine boxes. The goal? Replace billions of paper leaflets with smart, dynamic, QR-based e-leaflets that are more accessible, up-to-date, and eco-friendly.
The solution includes:
- AI-powered interfaces to personalize and highlight important content
- Version-controlled digital content management
- Secure, scalable AWS hosting
Having worked on a smart packaging project for a pharmaceutical client, this resonated with us. It’s a great example of how AWS, a consulting partner, and a client can come together to innovate in healthcare.
5. Education, Proof of Concept Credits & Resources
We’re excited about AWS’s investment in partner and customer education, and we’ll be tapping into it. Bringing better insights, training, and resources to our clients.
There are also AWS-funded Proof of Concept (POC) opportunities now available, allowing you to trial scalable AWS solutions with little or no upfront cost. If you’ve got an idea, let’s talk. We might be able to get it off the ground with AWS-backed credits.
6. AI: It’s Everywhere – and That’s a Good Thing
AI is now embedded across nearly every AWS service, and we’ve already delivered AI-infused solutions for several clients. From intelligent data processing to personalised user experiences, AI is no longer an add-on, it’s becoming the standard.
Final Thoughts
Attending the AWS Partner Summit reminded us why we love what we do. Constantly learning, evolving, and finding new ways to support our clients through technology.
We’ll be sharing more insights over the coming weeks via LinkedIn and our social channels. If anything here sparks your interest, especially around SMB services, digital sovereignty, or POC funding, feel free to get in touch. We’re always up for a chat.
You can also explore a more detailed summary of this event in this video presentation – Insights from the London AWS Partner Summit 2025.