Dive Brief:

• Amazon Web Services is the quiet money-maker for the e-retail giant, providing cloud service for all kinds of companies — including those like Netflix (its own entertainment-streaming competitor).

• Now the company is coming out of that closet, with a pop-up loft in New York City that will provide visitors with free wifi, free food, and cloud service advice.

• The space on West Broadway in Manhattan will open June 24 and will be open 10 a.m. to 6 p.m.

Dive Insight:

Amazon Web Services, long the go-to cloud services provider for startups and other businesses of all stripes, is facing increased threats to that established reputation as the default option as Google and Microsoft step up their game — and their marketing efforts — in this area. 

This pop-up in New York, and a similar one on the West Coast, will help boost Amazon Web Services' visibility and gain new customers and loyalists.