AWS Summit Milano 2018 Come scalare da zero ai tuoi primi 10 milioni di utenti Speaker: Giorgio Bonfiglio, AWS Technical Account Manager - Enterprise Support

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Giorgio Bonfiglio
(bonfigg@amazon.com)
Technical Account Manager - Enterprise Support - AWS
Paolo Baire - Marco Careddu
ShopFully Group
Scaling From Zero to Your
First 10 Million Users

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Now that’s a lot
of things to read!
This is NOT
where we
want to start!

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It’s not the single thing that
fixes everything.

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What do we need first?

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Some basics…

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AWS Global Infrastructure
Region (# of Zones)
Coming Soon!

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AWS Global Infrastructure
Region (# of Zones)
Coming Soon!
100+ Edge
Locations

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ENTERPRISE
APPS
DEVELOPMENT & OPERATIONSMOBILE SERVICESAPP SERVICESANALYTICS
Data
Warehousing
Hadoop
/Spark
Streaming Data
Collection
Machine
Learning
Elastic
Search
Virtual
Desktops
Sharing &
Collaboration
Corporate
Email
Backup
Queuing &
Notification
s
Workflo
w
Search
Email
Transcoding
One-click App
Deployment
Identity
Sync
Single Integrated
Console
Push
Notification
s
DevOps Resource
Management
Application
Lifecycle
Management
Containers
Triggers
Resource
Templates
TECHNICAL &
BUSINESS
SUPPORT
Account
Management
Support
Professional
Services
Training &
Certificatio
n
Security
& Pricing
Reports
Partner
Ecosystem
Solutions
Architects
MARKETPLACE
Business
Apps
Business
Intelligenc
e
Databases
DevOps
Tools
Networkin
g
Securit
y
Storage
Regions
Availability
Zones
Points of
Presence
INFRASTRUCTURE
CORE SERVICES
Compute
VMs, Auto-scaling,
& Load Balancing
Storage
Object, Blocks,
Archival,
Import/Export
Databases
Relational, NoSQL,
Caching, Migration
Networking
VPC, DX, DNS
CDN
Access
Control
Identity
Management
Key
Management
& Storage
Monitoring
& Logs
Assessment and
reporting
Resource &
Usage Auditing
SECURITY & COMPLIANCE
Configuration
Compliance
Web
application
firewall
HYBRID
ARCHITECTURE
Data Backups
Integrated
App
Deployments
Direct
Connect
Identity
Federation
Integrated
Resource
Management
Integrated
Networkin
g
API
Gateway
IoT
Rules
Engine
Device
Shadows
Device
SDKs
Registry
Device
Gateway
Streaming Data
Analysis
Business
Intelligence
Mobile
Analytics
Most Robust, Fully-Featured Technology Infrastructure Platform

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AWS building blocks
Inherently highly scalable, available and
fault-tolerant services
Highly scalable,
available with the right
architecture
 Amazon CloudFront
 Amazon Route 53
 Amazon S3
 Amazon DynamoDB
 Elastic Load Balancing
 Amazon EFS
 AWS Lambda
 Amazon SQS
 Amazon SNS
 Amazon SES
 AWS Step Functions
 …
 Amazon EC2
 Amazon EBS
 Amazon RDS
 Amazon VPC

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Considerations
Rex Boggs
https://creativecommons.org/licenses/by-nd/2.0/

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“Many decisions are
reversible, two-way
doors.”
-- Jeff Bezos

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Build Measure
Learn

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So let’s start from…

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You

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1 User
Amazon
EC2
instance
Elastic IP
User
Amazon
Route 53

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Lightsail: the easiest way to get started on AWS
• Choose from five plans that include bundled
compute, storage, and networking
• Benefit from a low, predictable price
• Spin up a fully configured server in seconds
• Manage from the intuitive Lightsail console
• Scale with access to AWS services
• Automate with Lightsail API & CLI

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“We’re gonna need a bigger box”
• Simplest approach
• High I/O instances
• High memory instances
• High CPU instances
• High storage instances
• Easy to change instance sizes
• Will hit an endpoint eventually
c4.8xlarge
m4.2xlarge
t2.micro

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“We’re gonna need a bigger box”
• Simplest approach
• High I/O instances
• High memory instances
• High CPU instances
• High storage instances
• Easy to change instance sizes
• Will hit an endpoint eventually
c4.8xlarge
m4.2xlarge
t2.micro

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1 User
• No failover
• No redundancy
• Too many eggs in one
basket
EC2
Instance
Elastic IP
User
Amazon
Route 53

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Users >1

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Users > 1
Web
Instance
Database
Instance
Elastic IP
User
Amazon
Route 53

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Self-managed Fully managed
Amazon EC2 Amazon
DynamoDB
Amazon RDS Amazon
Redshift
Database options

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• MySQL or Postgres compatible
• Automatic storage scaling (up to 64 TB)
• Up to 15 read-replicas
• Continuous (incremental) backups to
Amazon S3
• 6-way replication across 3 zones
Amazon Aurora

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To NoSQL, or not to NoSQL?

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Start with SQL databases

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Why start with SQL?
• Established and well-worn technology
• Lots of existing code, communities, books, and tools
• You aren’t going to break SQL DBs in your first millions
of users
• No, really, you won’t*
• Clear scalability patterns
*Unless you are doing something SUPER peculiar with the data or you have MASSIVE amounts of it...
…but even then SQL will have a place in your stack.

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AH HA! You said
“massive
amounts”

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> 5 TB in year one?
Incredibly data intensive workload?
OK!
You might need NoSQL.

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Why else might you need NoSQL?
• Super low-latency applications
• Metadata-driven datasets
• Highly non-relational data
• Need schema-less data constructs*
• Rapid ingest of data (thousands of records/sec)
• Massive amounts of data (in the TB range)
*Need != “It’s easier to do dev without schemas”

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Users > 1
Registration,
Sign In, etc

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Manage
authenticated and
guest users’ access
to your AWS
resources
Federated Identities
Add sign-up and
sign-in with a fully
managed user
directory
User Pool
GuestYour own auth
Amazon Cognito

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Users >100

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Users >100
Web
instance
Elastic IP
Amazon
RDS DB
instance
User
Amazon
Route 53

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Users >1000

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Users >1000
Web
Instance
Amazon RDS DB Instance
Active (Multi-AZ)
Availability Zone Availability Zone
Web
Instance
Amazon RDS DB Instance
Standby (Multi-AZ)
Load
balancer
User
Amazon
Route 53

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Load Balancers
Classic Load BalancerApplication Load Balancer Network Load Balancer

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Application Load Balancer
• Highly available
• Health checks
• Session stickiness
• Monitoring / logging
• Content-based routing
• Container-based apps
• WebSockets
• HTTP/2
Recommended

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Network Load Balancer
• Layer 4
• Elastic / Static IP
• Preserve source
• Extreme performance
• Ultra-low latency
• Volatile workloads

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horizontally
vertically

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Users >100,000

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Users >100,000s
Amazon RDS DB
Instance
Active (Multi-AZ)
Availability Zone Availability Zone
Amazon RDS DB
Instance Standby
(Multi-AZ)
Amazon RDS DB
Instance Read
Replica
Amazon RDS DB
Instance Read
Replica
Amazon RDS DB
Instance Read
Replica
Amazon RDS DB
Instance Read
Replica
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Amazon
Route 53 User

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Amazon RDS DB Instance
Active (Multi-AZ)
Availability Zone
Load
balancer
Amazon S3
Amazon
CloudFront
Amazon
Route 53
User
Shift some load around
Web Instances
Availability Zone
Web Instances
Amazon RDS DB Instance
Standby (Multi-AZ)

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• Object-based storage
• Highly durable
• Great for static assets
• “Infinitely scalable”
• Objects up to 5 TB in size
• Encryption at rest and in
transit
Amazon Simple Storage Service (S3)

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• Cache content for faster
delivery
• Lower load on origin
• Dynamic and static content
• Streaming video
• Custom SSL certificates
• Low TTLs (as short as 0
seconds)
Amazon CloudFront

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Amazon CloudFront
ResponseTime
ServerLoad
Response
Time
Server
Load
Response
Time
Server
Load
No CDN CDN for Static
Content
CDN for Static &
Dynamic Content
0
10
20
30
40
50
60
70
80
VolumeofData
Delivered(Gbps)

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Shift some load around
Amazon RDS DB Instance
Active (Multi-AZ)
Availability Zone
Load
balancer
Amazon S3
Amazon
CloudFront
Amazon
Route 53
User
Web Instances
Amazon
ElastiCache

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Amazon ElastiCache
• Managed Memcached or Redis
• Scale from one to many nodes
• Self-healing
• Single digit ms speeds
• Multi-AZ possible with Redis

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Shift some load around
Amazon RDS DB Instance
Active (Multi-AZ)
Availability Zone
Load
balancer
Amazon S3
Amazon
CloudFront
Amazon
Route 53
User
Amazon
ElastiCache
Amazon
DynamoDB
Web Instances

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Amazon DynamoDB
• Managed NoSQL database
• Provisioned throughput
• Fast, predictable performance
• Fully distributed, fault tolerant
• JSON support
• Items up to 400 KB
• Time-to-live (TTL)
• Streams and Triggers
• Can scale automatically!

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Amazon DynamoDB Accelerator
DynamoDB
Your Applications
DynamoDB Accelerator
• Read performance and scale: Microseconds
response times at millions of reads/sec from
single DAX cluster
• Lower costs: Reduce provisioned read
capacity for DynamoDB tables for tables with
hot data

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Now that our web tier is
much more lightweight,
we can revisit the beginning
of our talk…

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Auto Scaling!

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Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical weekly traffic to Amazon.com

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Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical weekly traffic to Amazon.com
Provisioned capacity

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November
November traffic to Amazon.com

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Provisioned capacity
November
November traffic to Amazon.com

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November traffic to Amazon.com
76%
24%
November
Provisioned capacity

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November traffic to Amazon.com
November

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Auto Scaling
lets you do this!

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Automatic resizing of instance fleets
Define min/max pool sizes
CloudWatch metrics drive scaling
On-Demand and/or Spot Instances
aws autoscaling create-auto-scaling-group
--auto-scaling-group-name MyGroup
--launch-configuration-name MyConfig
--min-size 4
--max-size 200
--availability-zones eu-west-2a, eu-west-2b
Auto Scaling

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Users > 500,000+
Availability Zone
Amazon
Route 53
User
Amazon S3
Amazon
CloudFront
Availability Zone
Load
balancer
Amazon
DynamoDBAmazon RDS DB
Instance Read
Replica
Web
Instance
Web
Instance
Web
Instance
Amazon
ElastiCache
Amazon RDS DB
Instance Read
Replica
Web
Instance
Web
Instance
Web
Instance
Amazon
ElastiCache
Amazon RDS DB
Instance Standby
(Multi-AZ)
Amazon RDS DB
Instance
Active (Multi-AZ)

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Users > 500,000+
Availability Zone
Amazon
Route 53
User
Amazon S3
Amazon
CloudFront
Availability Zone
Load
balancer
Amazon
DynamoDBAmazon RDS DB
Instance Read
Replica
Web
Instance
Web
Instance
Web
Instance
Amazon
ElastiCache
Amazon RDS DB
Instance Read
Replica
Web
Instance
Web
Instance
Web
Instance
Amazon
ElastiCache
Amazon RDS DB
Instance Standby
(Multi-AZ)
Amazon RDS DB
Instance
Active (Multi-AZ)

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Use automation

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AWS application management solutions
Convenience Control
Higher-level services Do it yourself
AWS
Elastic Beanstalk
AWS
OpsWorks
AWS
CloudFormation
Amazon EC2

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Users >500,000+
• Monitoring, metrics, and logging
• What are customers saying?
• Try to squeeze as much performance
out of each service/component

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AGGREGATE
LEVEL
METRICS
LOG
ANALYSIS
EXTERNAL
SITE PERFORMANCE
HOST
LEVEL
METRICS

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CloudWatch percentiles

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There are further
improvements to be made in
breaking apart our
web/app layer

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The Monolithic Architecture
User Interface
Business Logic
Data Access

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SOA
What does this mean?

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The Service-Oriented Architecture
Presentation Tier Logic Tier
Data Tier

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SOAing
Move services into their own tiers
• Treat them separately
• Scale them independently
It offers flexibility and greater
understanding of each component

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Loose coupling + Serverless = winning
DON’T REINVENT THE WHEEL
• Email
• Queuing
• Transcoding
• Search
• Databases
• Monitoring
• Metrics
• Logging
• Compute
Amazon SQSAmazon SNS
Amazon Elastic
Transcoder
AWS Step FunctionsAmazon SESAWS Lambda
Amazon Elastic
Search
Amazon API
Gateway

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• Reliable (Multi-AZ)
• Scalable (unlimited messages)
• Secure (queue authentication)
• Simple (simple APIs)
Application Services – Amazon SQS
Amazon
SQS
messages
Get
message
Instance
Put
message
Instance
Amazon SNS Topic
Publish
notification
Queue is subscribed
to topic

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Event Driven Compute – AWS Lambda
• Functions triggered by events
• Node.js, Java, Python, and C#
• Managed
• Implicit scaling
S3 bucket
Lambda
Push: event
notification
DynamoDB
Pull: DynamoDB
Stream
Amazon
Kinesis
Pull:
Amazon Kinesis
stream

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Loose coupling sets you free!
The looser they're coupled, the bigger they scale
• Independent components
• Design everything as a black box
• Decouple interactions
• Favor services with built-in redundancy and scalability
• Don’t build your own!
S3 bucket
Lambda
Push: event
notification
DynamoDB
Pull: DynamoDB
Stream
Amazon
Kinesis
Amazon
SQS
messages
Get
message
Instance
Put
message
Instance
Amazon SNS Topic
Publish
notification
Queue is subscribed
to topic
Pull:
Amazon Kinesis
stream

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Serverless Web application
Data stored in
Amazon
DynamoDB
Dynamic content
in AWS Lambda
Amazon API
Gateway
Browser
Amazon
CloudFront
Amazon S3

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The Microservices Architecture

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Microservices in AWS

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AWS X-Ray
• Identify performance bottlenecks and errors
• Pinpoint issues to specific service(s) in your
application
• Identify impact of issues on users of the application
• Visualize the service call graph of your application

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Visualize service call graph

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Users >1,000,000

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Users >1 million+
Reaching a million and above is going to require some bit
of all the previous things:
• Multi-AZ
• Elastic Load Balancing between tiers
• Auto Scaling
• Service oriented architecture (SOA)
• Serving content smartly (Amazon S3/CloudFront)
• Caching off DB
• Moving state off tiers that auto scale

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Users >1 million+
Amazon RDS DB
Instance
Active (Multi-AZ)
Availability Zone
Amazon RDS DB
Instance Read
Replica
Amazon RDS DB
Instance Read
Replica
Web
Instance
Web
Instance
Web
Instance
Web
Instance
User
Amazon S3
Amazon
DynamoDB
Amazon SQS
ElastiCache
Worker
Instance
Worker
Instance
Amazon
CloudWatch
Internal App
Instance
Internal App
Instance Amazon SES
AWS Lambda
Amazon
Route 53
Amazon
CloudFront
Load
balancer

87. © 2018, Amazon Web Services, Inc. or Its Affiliates. All rights reserved.
Users >1 million+
Amazon RDS DB
Instance
Active (Multi-AZ)
Availability Zone
Amazon RDS DB
Instance Read
Replica
Amazon RDS DB
Instance Read
Replica
Web
Instance
Web
Instance
Web
Instance
Web
Instance
User
Amazon S3
Amazon
DynamoDB
Amazon SQS
ElastiCache
Worker
Instance
Worker
Instance
Amazon
CloudWatch
Internal App
Instance
Internal App
Instance Amazon SES
AWS Lambda
Amazon
Route 53
Amazon
CloudFront
Load
balancer
Amazon
DynamoDB
Amazon API
Gateway

88. Paolo Baire - Chief Architect
Marco Careddu - Web Architect
AWS Native WebApp

89. Who we are
USA
Mexico
Brazi
l
ItalySpai
n
Franc
e
Indonesia
Australi
a
Nuova
Zeland
a
Shopping Platform across 9 countries worldwide
Geolocalized information on promotions, new products, shops, opening times

90. Who we are
+150
Professionals
30M
Users
6
Officies
4
Countries
IN
66th
Fastest growing company
in Europe*
* Source: https://www.inc.com/profile/doveconviene---shopfully-international-group
Major Player in Online-to-Offline Shopping

91. Who we are
1.5M
Daily Flyer Views
20M
Daily Page Views
1 2

92. Where we are
Just migrated to AWS
from old legacy datacenter
PHP with LAMP stack
Migrated to ElasticBeanstalk
Scaling rely on AWS EC2 Autoscale

93. The Challenge
Marketing team needs to reach
millions of users that comes
from different networks
Feel like a natural app on the device,
with an immersive user experience.
No way to predict when
users comes to our network

94. The Challenge
EC2 Autoscale is fantastic option
but isn’t the best for huge spikes
When a spike arrive, ELB
start
cut connections and wild
503 appears
We’re present in countries
With poor internet connection

95. The Challenge
Request Count Up to 1000%
Response Time Increase
503!
0
750
1500
2250
3000
Latency (ms) 503
0
22500
45000
67500
90000
Requests

96. The Solution
WHERE WE ARE
Migrated our Services to AWS
Full adopting AWS Technology
REQUIREMENTS
We want continue to use AWS services
And move focus on ServerLess Approach
Continuous Integration
Infrastructure design
Spike resilient Infrastructure
Always have a fast response time
MVP features

97. The Solution
React web application
Hosted in a S3 bucket configured as website
CloudFront Entrypoint
CloudFront combined with proper cache offloads S3 origin
Continuous Integration
Configured with Code Pipeline

98. The Solution
1 Git Repository
2 CI with Code Pipeline
3 Host WebApp with S3
4 Served with CloudFront

99. A real example: a spike we had on 2nd March
0
22500
45000
67500
90000 Requests

100. A real example: a spike we had on 2nd March
0
30
60
90
120
150
Latency (ms) 503

101. Next Steps
Serverless Isolation
Continue the Serverless Approach to migrate other
platform features to React App
S3 Multi Zone Replication
Enable multi zone replication for reduce latency between
some “far away” POP and become reslient to region down
CloudWatch Alarm Improve
Improve (even more) our alarm management by extending
the use of CloudWatch to quickly report spikes and
affected users (if any)

102. Thanks to

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The next big steps

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Users >5 million - 10 million
Database Issues?
How can you solve it?
• Federation: splitting into multiple DBs based on function
• Sharding: splitting one dataset up across multiple hosts
• Moving some functionality to other types of DBs (NoSQL, Graph)

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Database federation
• Split up databases by function/purpose
• Harder to do cross-function queries
• Essentially delays sharding/NoSQL
• Won’t help with single huge functions/tables
Forums DB
Users DB
Products DB

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Sharded horizontal scaling
• More complex at the application layer
• No practical limit on scalability
• Operation complexity/sophistication
• Shard by function or key space
• RDBMS or NoSQL
User ShardID
002345 A
002346 B
002347 C
002348 B
002349 A
CBA

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Shifting functionality to NoSQL
• Similar in a sense to federation
• NoSQL vs. SQL
• Leverage managed services like
DynamoDB
Some use cases:
• Leaderboards/scoring
• Rapid ingest of clickstream/log data
• Temporary data needs (cart data)
• “Hot” tables
• Metadata/lookup tables
DynamoDB

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A quick review

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A quick review
• Multi-AZ your infrastructure
• Make use of self-scaling services: ALB, Amazon S3, AWS
Lambda, Amazon SNS, Amazon SQS, AWS Step Functions,
etc
• Build in redundancy at every level
• Start with SQL. Seriously.
• Cache data both inside and outside your infrastructure
• Use automation tools in your infrastructure

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A quick review continued
• Make sure you have good metrics/monitoring/logging
• Split tiers into individual services (SOA)
• Use Auto Scaling once you’re ready for it
• Don’t reinvent the wheel
• Move to NoSQL if and when it makes sense

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10+ million users!

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To infinity...

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User >10 million
• More fine-tuning of your application
• More SOA of features/functionality
• Going from Multi-AZ to multi-region
• Possibly start to build custom solutions
• Deep analysis of your entire stack
• Amazon EC2 Container Service
• AWS Lambda

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Next steps?
READ!
aws.amazon.com/documentation
aws.amazon.com/architecture
aws.amazon.com/solutions
aws.amazon.com/quickstart
START USING AWS:
aws.amazon.com/free

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You’re not alone!
forums.aws.amazon.com
aws.amazon.com/premiumsupport
Your (Technical) Account Manager
A Solutions Architect

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Thank You!