Last week, Amazon Web Services launched . The objective is to provide enterprises with an easier-to-use and faster-to-deploy call center system. But there’s deeper meaning to Amazon Connect than simply a new service from AWS.

From a technology perspective, Amazon Connect works the same way as Amazon’s customer service system, incorporating its Lex AI technology for natural language processing, which is also used by the Alexa virtual assistant—yes, Alexa from the Amazon Echo.

The service lets users to dynamically configure customer interaction processes. Of course, it’s easy to integrate with AWS’s IaaS cloud.

But what’s unique about Amazon Connect is that AWS is moving up the stack. Although storage and compute are AWS’s bread and butter, higher-level services like Amazon Connect are likely to be AWS’s focus going forward.