Amazon is entering the communication IC business with Alpine chips that will speed up home network connection with data servers and the cloud (see below). While Intel focuses on the high end data centers, Amazon is using Alpine chips to accelerate part of the cloud communication that has been slow to advance. Amazon bought the Israeli company Annapurna last year.
This is a new experiment for Amazon to enter semiconductor design, perhaps they realize that Apple's iPhone, iPad Secret Sauce - Semiconductors .
It is very likely that Amazon is also using Annapurna engineers to further optimize their own data center operations. A slow communication with home data networks can slow Amazon cloud web services.
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