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Interesting they got a custom processor revision for them that isn't on Intel's ARK: Xeon E5-2666 v3

I wonder what volumes Amazon buys in order to get Intel to make a custom part number for them. Do they design their own servers?

Yes. https://twitter.com/bernardgolden/status/532700076494184448 has a picture of slide from re:Invent where we talk about custom servers and storage. The whole slide deck should be online in a few days.