Amperity expands Australian operations with AWS rollout

Amperity has expanded its Australian operations and made its platform available in AWS data centre regions in Sydney and Melbourne, as the customer data software provider reports stronger demand in the local market.

The expansion follows a year in which Amperity's Australian footprint doubled, driven by customer wins including JB Hi-Fi, Endeavour Group and Accent Group.

The platform is now available in AWS Asia-Pacific regions in Sydney and Melbourne, allowing customers to keep data in Australia. The rollout is aimed at organisations that need local data residency and governance controls across sectors including retail, financial services and travel.

It is designed to serve companies operating across multiple brands and channels, using Amperity's software to bring together customer data from different parts of their businesses for personalisation, analytics and marketing.

Local demand

Demand in Australia has been shaped in part by stricter expectations around where customer information is stored and managed. Businesses in banking, insurance, telecommunications and airlines have increasingly sought local cloud infrastructure as they respond to privacy requirements and internal governance rules.

That backdrop has helped vendors of customer data tools position local hosting as a practical requirement rather than an optional feature. Amperity's decision to add support in both AWS regions suggests it sees enough local demand to justify deeper operational investment.

As part of the expansion, the company is also adding staff in Melbourne. It recently hired Matthew Yip as Customer Solutions Architect and Uday Gupta as Services Delivery Manager.

Those appointments add implementation and delivery staff on the ground as Amperity seeks to support a growing local customer base. The Melbourne team is part of the company's wider international network, which also includes offices in Seattle, New York City and London.

Customer base

Amperity sells software that helps companies combine customer records across different systems. The technology has become more important to large consumer-facing organisations as they try to use data from stores, websites, apps and loyalty programs more consistently.

In Australia, the company has gained traction with businesses that manage multiple retail banners or customer touchpoints. JB Hi-Fi, Endeavour Group and Accent Group each operate in categories where customer identity and transaction data can sit across separate brands, sales channels and internal systems.

By placing its service in local AWS regions, Amperity is addressing one of the main concerns that can slow adoption in regulated industries and large domestic companies: whether customer data can remain in-country. For buyers, that issue can affect procurement, compliance reviews and the design of analytics and marketing systems.

The expansion also reflects a broader shift among software providers serving Australian enterprises. Global vendors have increasingly been pushed to offer local cloud options as customers ask for data storage and processing to take place within Australia rather than offshore.

Amperity said the Australian market has presented some of the most complex customer data requirements it has faced, including local residency rules and large multi-brand operating structures.

"Australia has become a proving ground for some of our most complex customer data challenges, from strict data residency requirements to large-scale, multi-brand environments," said Billy Loizou, AVP and General Manager, Amperity.

He added: "Expanding our team and making Amperity available in AWS regions in Australia allows us to support customers more closely on the ground and help them turn trusted customer data into real business outcomes."

Amperity said more than 400 brands globally use its platform, including Alaska Airlines, DICK'S Sporting Goods, BECU, Virgin Atlantic and Wyndham Hotels & Resorts. Founded in 2016, the company operates from offices in Seattle, New York City, London and Melbourne.