These applications are highly personalized (e.g. recommendations) and dynamically changing (e.g. inventory, pricing). Fast discovery of products via search and browse is critical. Performance improvements for applications here translate directly into revenue and end user loyalty. Amazon Cloudfront's support for dynamic content profiles and transaction acceleration optimizations make applications like these perform well under high demand. Extensive options for cookie and querystring handling, cache key modification , CDN and client-side cache-control allow for maximizing what content is cached, what comes directly from the origin.