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Still, large customers are beginning to uncover the potential of Amazon's venture. At Nasdaq, researcher Charles Courbois wanted to offer the exchange's customers the ability to look back at historical trading data and dissect the information millisecond by millisecond. He figured it would have cost him hundreds of thousands of dollars to build the capability in-house. Instead he used Amazon—and has spent less than $500. He has few customers so far, but he likes that Nasdaq doesn't have to worry about surging demand in the future. "Even if we have 100,000 users tomorrow, I'm confident Amazon can handle it," he says.