• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

D.C.'s affordability headache has a silver bullet, new study shows: Tackling $40 trillion national debt would boost household income by $36,000

2

After 40 investors rejected Jeff Bezos’ Amazon pitch, his parents offered $245,573 of their retirement savings

3

Multimillionaire author Bill Perkins says parents should give kids their inheritance in their 20s when it can transform their lives—not when they die

1

D.C.'s affordability headache has a silver bullet, new study shows: Tackling $40 trillion national debt would boost household income by $36,000

2

After 40 investors rejected Jeff Bezos’ Amazon pitch, his parents offered $245,573 of their retirement savings

3

Multimillionaire author Bill Perkins says parents should give kids their inheritance in their 20s when it can transform their lives—not when they die

Fire and Silk: Did Amazon’s Jeff Bezos bury the lead?

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
September 29, 2011, 11:05 AM ET
Google source logo
Add Fortune on Google for similar content.

There’s a case to be made that Amazon’s new browser is more important than its tablet



Source: Amazon

The hardware Amazon (AMZN) introduced Wednesday dominated the early headlines. Most of the coverage focused on whether Amazon’s Fire tablet will cut into sales of Apple’s (AAPL) iPad or Barnes & Noble’s (BKS) Nook or both.

But the second-day stories have started to zero in on the implications of a less-heralded — and more unexpected — announcement: The special-purpose browser Amazon’s software engineers have designed to speed up Web searches on their new mobile device.

It’s called Silk, and CEO Jeff Bezos pitched it as a solution to the problem of pulling up content from today’s increasingly complex Web pages, using as an example a typical CNN.com home page with its 53 static images, 39 dynamic images, 3 Flash files, 30 JavaScript files from 7 different domains, 29 HTML files and 7 CSS files.

To get all this on the screen of a hand-held device without an unreasonable delay, Bezos and his engineers explained, Amazon has split the task in two: Some of the work is done by the tablet, but most is carried out in Amazon’s giant server farms, where users’ Web request are sent for pre-processing and, where possible, caching for future use.

“What this means,” explained posterous‘ Chris Espinosa in a widely quoted commentary posted Wednesday afternoon, “is that Amazon will capture and control every Web transaction performed by Fire users. Every page they see, every link they follow, every click they make, every ad they see is going to be intermediated by one of the largest server farms on the planet. People who cringe at the data-mining implications of the Facebook Timeline ought to be just floored by the magnitude of Amazon’s opportunity here. Amazon now has what every storefront lusts for: the knowledge of what other stores your customers are shopping in and what prices they’re being offered there. What’s more, Amazon is getting this not by expensive, proactive scraping the Web, like Google has to do; they’re getting it passively by offering a simple caching service, and letting Fire users do the hard work of crawling the Web. In essence the Fire user base is Amazon’s Mechanical Turk, scraping the Web for free and providing Amazon with the most valuable cache of user behavior in existence.”

Those aren’t quite the terms Amazon’s engineers used when they described Silk to the press in a 5:45 video. We’ve posted the YouTube version below the fold.

[youtube=http://www.youtube.com/watch?v=_u7F_56WhHk&feature=player_embedded#!]

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in


Most Popular

Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

    Latest in


    Most Popular

    © 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
    FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.