Amazon Web Services Inc. today announced two new marquee customers of its cloud services, image publishing service Shutterfly Inc. and vehicle services firm Cox Automotive Inc.

They’re just the latest examples of new customers that Amazon.com’s cloud unit has been trotting out since at least last fall’s AWS re:Invent conference, where it announced at least five major new customers, including The Walt Disney Co., Turner Broadcasting System Inc. Expedia Inc., the National Football League and Intuit Inc. In January, it added Comcast Cable, and last week web hosting service GoDaddy Inc.

The wording of AWS’ announcements is also strikingly consistent in pointing out how these new customers are going “all-in on AWS.” That suggests Amazon is looking to point out that these aren’t just companies trying out cloud computing but making it the core of their information technology infrastructure.

The “all-in” mantra also indicates that AWS wants to show that it can handle virtually all of a company’s infrastructure needs. Chief Executive Andy Jassy has said repeatedly that he thinks that in most cases, it makes more sense for companies to put the majority of their operations on one cloud — and indeed, he says that’s what they’re doing, despite the current popularity of the notion of using multiple clouds to spread risk and avoid getting locked in.

Shutterfly said it’s moving all of its core production applications and 75-petabyte image library to AWS. Moreover, it said it’s developing its next-generation platform on AWS, using its machine learning and analytics services, including experimenting with the Amazon Rekognition image and video analysis service and the Cognito for identity services, said Satish Menon, Shutterfly’s senior vice president and chief technology officer.

Cox Automotive, the unit of Cox Enterprises Inc. that includes brands such as Kelley Blue Book and Autotrader, has already been running some applications on AWS, such as Autotrader.com, KBB.com, and its real-time advertising bidding platform. Now it’s — yes — going all-in by migrating the majority of its 20 brands to AWS. As a result, it will be able to close more than 40 data centers.

In particular, Cox is breaking down “monolithic” architectures using Amazon’s Elastic Container Service, the AWS Lambda serverless platform and the Amazon Aurora relational database system. It’s also testing newer AWS services such as the Elastic Container Services for the container orchestration software Kubernetes, or EKS, and Amazon Fargate, which allows the operation of containers without being required to manage servers or server clusters.

Cox is building a companywide data lake, or pool of data, that is intended to provide insights across all its brands. Not least, it’s providing AWS’ machine learning services, such as Rekognition and the managed machine-learning service SageMaker, to its engineering and operations teams to automate processes and come up with new auto search and purchasing services.

The flurry of new customers might mean AWS’ momentum is continuing or even accelerating, but Google LLC, Microsoft Corp. and others also announce new customers regularly, if not quite as publicly. So although more companies are beating a path to AWS’ door in the cloud, it’s just as clear that its rivals have no intention of letting Amazon go all-in on every cloud customer out there.

Image: Shutterfly