Well, maybe not completely front line.

I’ve written in the past that I’m on the Amazon App Store team. Amazon has a thing with Christmas. It’s big. It’s huge. Most of Amazon’s Christmas is in the past — if it hasn’t shipped already (heck, yesterday mostly) you’re not getting it by Christmas.

App Store has the opposite problem.

The Kindle Fires were all shipped in the past. All those dormant devices are lovingly wrapped and placed under trees around the world.

And then they all get unwrapped and turned on in the span of a few hours.

It’s pretty obvious that this would cause a bit of load. This isn’t really a secret. Any big launch (like the Sony PS4 debacle) carries with it an element of load and risk.

Unlike Sony, Amazon tries to keep this under control.  :-)

Oh, and I’m the one on call.

My team isn’t a customer-facing team so it’s a bit less stress for us… but the stress and level of rigor is still there for us.